{"id":764,"date":"2021-05-07T08:00:34","date_gmt":"2021-05-07T12:00:34","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/05\/07\/three-ways-the-world-could-be\/"},"modified":"2021-05-07T08:00:34","modified_gmt":"2021-05-07T12:00:34","slug":"three-ways-the-world-could-be","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/three-ways-the-world-could-be\/764\/","title":{"rendered":"Three Ways the World Could Be"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376260 = window.plc376260 || 0;\n            document.write('<' + 'div id=\"placement_376260_' + plc376260+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376260, [300,250], 'placement_376260_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376260++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><strong><em>By Sander Volten, Global CEO, 180 network<\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Optimism, properly channeled, is a powerful catalyst for change. And if you can retain your sense of optimism even amidst a pandemic, you possess a marketer\u2019s most essential quality.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The challenging times we find ourselves in are a test for humanity, and will persist a while longer. But with the vaccine rollout gaining momentum and the economic outlook improving, we are starting to see some hopeful signs. Now is our opportunity to envision what could be, and what it means for the advertising industry and our clients.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Here are three ways I see our industry reimagining the way we organize, collaborate, and solve.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>From the office to the clubhouse<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">The future of creativity as a global ecosystem is flat, fast, and connected. And it starts with a reimagination of the office. We envision our hubs in Amsterdam, New York, Los Angeles and Dubai, for example, as clubhouses \u2013 fashioned after the famous sports and cultural clubhouses of the Netherlands where families and communities gather to connect and spend time. Any employee, anywhere in the world, can join either in person or virtually to contribute. By reframing the concept of space in a way that transcends every conventional notion of what an office used to be, we can achieve new levels of connection and inspiration.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<h3 class=\"wp-block-heading\"><strong>From proprietary process to proprietary mindset <\/strong><\/h3>\n<p class=\"wp-block-paragraph\">In the past, it might have made sense to achieve results for clients by perfecting a process and applying it rigorously. But the client needs today are far more complex, and there is no one-size-fits-all approach. The solution is to organize around a client\u2019s problem, or problems, and keep building from there. What that looks like in practice means not only having the right people around the table but having the ability to quickly build the right mechanisms to serve the client.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">One way we\u2019re doing this is through pop-up offices, tapping into a fresh perspective from anywhere around the world. Pop-ups are a familiar retail concept. In advertising, they can facilitate a new, more dynamic way of working \u2013 one that serves both the client\u2019s and the talent\u2019s new expectations around work, promoting radical collaboration and instant adaptability as client needs change.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>From product message to community value<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">It\u2019s impossible for a modern brand to succeed if it doesn\u2019t have a way to build ever-deeper human connections. The challenge for marketers and agencies, more and more, is to put the audience first, instead of the product. People want and need to build things \u2013 things that last, things that matter \u2013 and to feel a sense of belonging.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Brands should see this as an opportunity to respond in ways that demonstrate their understanding of the audience and that are true to their own purpose and rationale. A more humanistic, audience-centered approach to advertising is the cure for commoditization. It\u2019s the way to build and strengthen thriving brand communities based on shared passions and interests.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>A bold future<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Over the past year, despite the pandemic (and also because of it) we\u2019ve had to push technology to its limits to help brands continue to share their stories with the world. If we\u2019re being honest, we know we\u2019re never going back to the same realities that we once knew. But a bold future requires bold acts, a willingness to see and create the world as it could be. And the future we are creating for the advertising industry can and should be bolder than anything we\u2019ve ever imagined.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376261 = window.plc376261 || 0;\n            document.write('<' + 'div id=\"placement_376261_' + plc376261+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376261, [300,250], 'placement_376261_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376261++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>Optimism, properly channeled, is a powerful catalyst for change. And if you can retain your sense of optimism even amidst a pandemic, you possess a marketer\u2019s most essential quality.<\/p>\n","protected":false},"author":7,"featured_media":765,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-764","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Three Ways the World Could Be | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/three-ways-the-world-could-be\/764\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Three Ways the World Could Be\" \/>\n<meta property=\"og:description\" content=\"Optimism, properly channeled, is a powerful catalyst for change. 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