The pleasure of anticipation

I’m back from holiday and note a number of unread emails summarising the best ads of 2012. But 2012 is so over. Welcome to 2013 instead, with all of the pleasure of anticipation of exceptional creative that it offers. At least once we get past the ‘healthier you’ comms that will litter this month.

I don’t pretend to be a futurist, nor do I own a crystal ball or even a Ouija board. But even I can tell you that 2013 will bring us a greater number of cross-platform campaigns and more creativity than you can shake a stick at.

This isn’t just about your standard communications definition; it’s about leveraging the platforms in your brand and your communications. We saw a lot of excellent stuff in 2012, from the Guardian’s stellar ‘Three Little Pigs’ effort to books that are complemented by video and music content, like Simon Pont’s Remember to Breathe, which included not only a video promotion but also content from Love Film and Spotify, etc. (By the by, don’t you just love that about social makes it much easier to share great things across geographic and category boundaries?) I’m counting on this year to do all of this even more.

I’m also personally looking forward to being able to witness the spectacle that is Super Bowl advertising in all its glory. I’ll be over there, visiting my family and listening to people shush each other whenever the ads come on. Perhaps I’m a little pathetic to be excited to see these live and in person, but it’s been too long since I’ve witnessed it during the event, rather than just while reviewing the post mortem.

Of course, some of it will be a little too weird or not exactly right. I’m excited about that too. In the first place, it means that we at Ipsos ASI still have a job to do and I’m keen to still have a job to do in these difficult times. In the second place it hopefully means that people are trying things, rather than just going with that which was formulaic in 1982. And that’s the only way to learn. Whether we learn from our own mistakes or from those of others, it’s important to take risks and to kick things on. Heaven knows people do; brands need to do so as well.

Tara Beard-Knowland is a Director at Ipsos ASI. Follow her on Twitter @TaraatIpsosASI.

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