How Vincent evolves the state of advertising to be succesful in the year 2020

There’s one kind of client briefings I really don’t like. It are the ones that end with the finding that the product you have to advertise just isn’t good. Some marketing managers are courageous enough to admit it, others just ignore your questions.

In advertising, we constantly deal with consumer expectations and experiences. Wouldn’t it be useful to use these insights before developing products instead of looking afterwards for it? Apart from marketing and communication consultancy, the ad agency of 2020 will also deliver creative consultancy. The agency will share responsibilities on the development of products. 

In my opinion, return on investment will stay an important topic for marketers in the next years. That's why they will engage agencies as real partners, who take part in the whole process of product development. This also implicates that the fees for agencies will depend more and more on the results obtained.

Off course, the future of advertising will also hang together with the evolution in the rest of the world. We can't predict what will take place in the next twelve years, but for a small glimpse apart from advertising, I think taking a look to the News of the Future might be interesting!