ADFEST turns 20 this year, which got us wondering where the industry might be 20 years from now. We asked two of this year’s Direct & Promo judges to look into their crystal balls and share their predictions.

 
Woon Hoh, Chief Creative Officer, Hakuhodo Asia Pacific (Bangkok)
 
“In 20 years, I don’t know if we will still call our industry the ‘advertising industry’—no. It will be completely changed. As of now, day-by-day, year-by-year, our industry is shifting more towards engaging customers. We no longer talk down to consumers. We don’t even consider ‘consumers’ as ‘consumers’ anymore but as live, living people who have their own role to play in life, and a responsibility to their own society. They are not born to just consume. So, if we want to engage people, we have to understand them and their lifestyle. That’s why advertising will no longer relevant in 20 years. It has to evolve into a more personal, custom-made, bespoke, way of communicating.

 
“We are trying to invent new technology to help us engage audiences, and this is a trend that will shape our industry over the next 20 years.”

 
Jerker Fagerstrom, Executive Creative Director, McCann (Sydney)

“I think broadcast advertising is dying, because in 20 years, no one will accept the ‘interruption model’ anymore. But I think that creativity is still the most powerful force in business. Applying creativity to business problems and not just communications problems – that is still going to be the most important way to create a competitive advantage for our clients.

 
“There’s a massive breadth and depth of great work coming out from all parts of the region. And it’s not just one market that keeps punching above its weight – it’s from all over the region, so it’s pretty encouraging. I think the next 20 years are looking pretty good. As an industry, we’re getting more and more curious about how we can leverage technology. Technology itself should never be a substitute for creativity; but I think we are getting used to using technology in new ways, and making technology sweat.”

 
- Anika Ali