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AgVoice | Its a VUCA World!

Posted by Adgully Bureau | January 2nd, 2012 at 8:20 am

Another year draws to an end and we step into a new year, which some believe, will be our last ever. A good time to step back and see where we are heading. In 2012, the one certain prediction is that our world will be more VUCA Volatile, Uncertain, Complex, Ambiguous. The economy seems to be headed for some serious trouble ahead. To survive and do well in these turbulent times, while we will need to anticipate, understand and prepare for the new realities, we will also have to be comfortable with a style of working that is constant beta. Is this the FINAL recommendation from the agency? Yes, as FINAL as your markets and business plans will be! The old and the new will come together to enable advertising to survive and sustain in the VUCA world. Experience, traditional processes and discipline will bring in wisdom. This wisdom will temper the nihilistic creativity, energy and innovation of the young digital natives who instinctively understand a VUCA world better. One will not be able to survive without the other. The importance of knowledge and resultant insight will be re-emphasised. Start-ups, digital agencies, creative hot-shops will all invest increasingly in knowledge for insight, and connect it to business strategy, as that is what clients need.

With online business models getting more robust, digital communication will grow to its next level of maturity. Launching a brand online first, before taking it offline, will become an increasingly viable option. Businesses, at least in some categories, will find very viable segments going only online. And more categories will follow. 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 Sourabh Mishra, Chief Strategy Officer, Saatchi & Saatchi, India About the writer: The article has been contributed by Sourabh Mishra, Chief Strategy Officer, Saatchi & Saatchi, India, with inputs from the Account Planning Team at Saatchi &Saatchi, India Disclaimer: The opinions expressed in this article are those of the author, and do not reflect in any way of Adgully. Tags: Chief Strategy Officer, Saatchi & Saatchi, Sourabh Mishra, VUCA World No Comments
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