The consumer, marketing, agency and creative landscape have changed dramatically in the last few years. But amidst all the fire and brimstone, a number of important truths have re-emerged. While arguably obvious, these truths are often ignored – and when they are, the creative usually doesn't work.

1. THE
REINVENTION
OF THE
CREATIVE.
THE
RENAISSANCE
OF THE
CONSUMER.

2. Once,
there was a time when...

3. Social
was a party.

4. ‘360 ’
referred to sk8boarding.

5. Impressions
were made face-to-face.

6. And a few great print campaigns
were enough to get you hired just
about anywhere.
But that time has passed.

7. Today, the discussion has evolved
past a paradigm shift...

8. Of greater significance than
the invention of the television…

9. Engagement
is no longer about finding a partner.

10. An ecosystem
has no relevance to biology.

11. Architects
aren’t designing buildings.

12. And creatives
don’t ‘just’ think of ideas anymore.

13. For marketers, success is measured
by the degree they adopt digital.

14. Consumer eyeballs, ‘likes’ & shares
are mapped in real-time analytics.

15. And inside the agency, a new list
of odd roles have become the trend.

16. Yet amidst the fire & brimstone,
several truths have re-emerged:

17. The consumer is still
king.

18. Communication will always be
communication.

19. The brands we love
will remain a big part of our lives.

20. A creative’s portfolio
has to go a lot further than print...

21. And all the jargon flies right out
of the window as soon as you have
an idea.

22. Credits: CC BY icons designed by Diego Naive, Clément Thorez, Ema Dimitrova, Kyle Tezak, Hedie Assadi Joulaee, Elena
Canton, Nicolas Molès, Rachel Healey, Juan Pablo Bravo, Jose Manuel Rodriguez, Fernando Vasconcelos, Joe Harrison,
Thomas Le Bas, Edward Boatman, Irene Hoffman, Benny Forsberg, Kenneth Von Alt and Julie Reyes Villalta.
THE
REINVENTION
OF THE
CREATIVE.
THE
RENAISSANCE
OF THE
CONSUMER.
Written By Alexander Patterson
The Empty Box: alexanderpatterson.tumblr.com
Twitter: @alexanderjpatt