Helsinki, 17 Jan 2011
I am writing to you today to tell you something about myself.
My name is Timo Paloheimo and I work as a Digital Planner, but I want to be more. I have done some great things that won me some awards and many that didn't. Mostly I have been stuck with PowerPoint and there are no awards for that type of thing.
I am not ashamed to admit that I have dreams that cannot be put in slide-form.
I am a father of two and a husband to one.
I like to do things differently. I want be the first to turn anything upside-down, twist it, bend it, shake it and serve it to the people on a silver platter wrapped in yesterday's newspaper. Then I will measure the results and publish them as an animated infographic projected on the side of a moving bus and broadcast it live.
I can see the future. You can too, if you think about it as much as I have. There is signal in that noise we call the Internet. All you need to do is to listen carefully. . . . What follows are my humble thoughts on the future of Marketing.
Soon, as digital engulfs all marketing, we will step into the post-digital world. Everything that can be used for marketing will be digital, so the notion of digital vs non-digital will no longer make any sense. This change will be more radical than what the people in agencies have thought.
Together with this brave new world we shall see the rise of a new breed of creatives. They come from a multitude of backgrounds, with new visions and capabilities to help their clients' businesses with totally new tools. They all share a desire to create totally new things.
The future is what you make of it. For agencies now is the time to change the fact that they are organized according to the needs of history. They must enable new types of creatives, who are not Copywriters or Art Directors to take the stage in the post-digital world.