AgVoice | It's a VUCA World!

In 2012, the one certain prediction is that our world will be more VUCA - Volatile, Uncertain, Complex, Ambiguous.

Integrated communications will truly mature now. That will again put creatively strong traditional agencies in a position of great strength, as they take ownership of the brand story. They will add to it by taking the story forward in various media. So engagement planners will be in greater demand now.

Success of the "advertising' will be defined by how many times people want to see it as well as how much do they take ownership of it by wanting to add to the narrative. The consumer will be a more active co-author of brand stories.

As Robert Senior defines it, the VUCA world for the creative agencies will mean work that is 'Vibrant, Unreal, Crazy, Astounding'. How ready are we to do work like that in 2012? | By

Disclaimer: The opinions expressed in this article are those of the author, and do not reflect in any way of Adgully.