This year, the advertising industry has been propelled by digital technology coupled with our insatiable desire to communicate and share with each other. Now, when creatives launch their ideas into the wild, it’s never completely clear where the ever-changing digital landscape will take and transform them.
As ideas bounce between platforms and people like a giant game of pinball, almost anything can happen. Not only that, but it can happen fast. Overnight an idea can ignite passions, build trust, forge relationships, wage battles and cause people to take sides on this expansive digital playing field. As players in this game, it always helps to plan, anticipate and react quickly, but in such changeable circumstances, a little luck never hurts either.