There once was a particular member of the Junior team living in the global metropolis of New York City. He waltzed from agency to agency with a book under his arm, from Lexington Ave to Greenwich Village and everywhere in-between. His folio was passable and filled with wit, but really he hoped his charm and good looks would be the true deal-breaker. Meeting after meeting was quick and productive, but there was something missing. “You need more digital,” they would say, and of course he nodded and smiled. Then he met a writer from Crispin Porter & Bogusky, a young Australian chap, who told him over coffee in Greenpoint, “Every brief I get is digital.” So you see friends, the moral of the story is, as Stan (http://branddna NULL.blogspot NULL.com/) will attest, suck it in and fill your book with digital. No one cares about your fucking print or TV bullshit anymore.
According to figures released last week, online advertising spend has surpassed TV in the UK. And yet so many creatives think that writing TV ads is their ticket to success.
The rise of online has impacted a lot more than just TV advertising. In the UK this year spending on outdoor is down by 22% and press by 16%.
The numbers don’t lie. Perhaps you should consider them next time you’re working on your folio.Tweet