Campaign asked interns and recent graduates about how they see their role in the industry changing in the next five years
Degree: International relations and economics, State University of New York at Geneseo
Position: Account executive, DDB Dubai
One of the key ways I see advertising evolving is in the role of brand transparency in marketing communications. Looking back to when access to information was limited and communication was usually one-way from brand to consumer, brands would largely control the narrative through what was communicated in their campaigns. Now, with information a Google search away, consumers easily take notice if the gap between claim and reality is wide.
Brands that communicate their truth are perceived as bold and relevant, while a lack of transparency will put brands in jeopardy. The role of account management in this move toward brand transparency is crucial, given that only a client-agency relationship with a strong foundation of trust is able to break such ground. There are plenty of examples in the industry of the best work coming from true partnerships between clients and agencies. Ultimately, both parties need to be open to each other regarding the client’s – and the agency’s – strengths and vulnerabilities, and how to best portray them to their target consumers.
This can sound like wishful thinking to many – and my more pessimistic side can see how it could take a bit (or a lot) longer than five years for it to unfold. That is
also transparency.