Hey Whipple, Squeeze This, 6th Edition

10ADVERTISING 2.0: MOVING FROM ANALOG INTO DIGITAL.

STAND ON ANY STREET CORNER AND watch people. I'll wager 80 percent of them will have their nose an inch from their smartphone. Everything is digital now.

This shift has changed everything for agencies and brands. Author Seth Godin describes it as a “a shift in scarcity and abundance.” Media space and storage capacity, once scarce and expensive, have been made nearly infinite by the internet. Consequently, our capacity for sustained attention threatens to disappear entirely. In Engage, Brian Solis nearly writes its obituary: “[I]f you subscribe to the theory of attention economics, we're indeed living in an era of information overload that is pushing us to the edge of attention bankruptcy.”¹

As creatives, we still have the same problem. We're still paid to help good brands survive and grow, but the rules are different now. As different as today's landscape is, there are smart ways for you to think creatively on behalf of brands in the digital/interactive space. And it's not by trying to retrofit lessons we've learned so far in traditional media. In The Idea Writers, Teressa Iezzi, wrote:

This isn't Bill Bernbach's media landscape anymore. That gives you, the copywriter, an incredible opportunity to push brand narrative to interactive, dynamic places it's never been before, to actually create something that generates its own audience, but it also means that many of the rules of the past—while exceedingly worthy of study—are ...