Not only consumers turn their back on traditional advertising. Nowadays companies do so as well. They want new ideas for promoting their brands not from the creative department of an ad agency, but from very customers. The rend spreads like wildfire among the biggest market players. We will tell you why traditional advertising agencies are going to die and only those which understand changes in Media Consumption will survive. Enjoy your reading.

Michał Wolniak
Creative Director of Heureka
michal.wolniak@heureka.pl

Online games, especially MMORPGs (Massively-Multiplayer Online Role Playing Game) are becoming more and more popular. Thanks to these games a large number of people, often from distinct parts of the world can meet at the same time in the virtual world. A player is to assume the role of a chosen character and steer their actions. The reasons for this phenomenon lie most probably in the will of escaping from the “real world” into the world of fantasy. Some players while taking their role want to reflect their personality as much as possible. Others on the contrary, change in the world of the game. The number of players and the time which they spent playing is on the rapid increase. The immense popularity of MMORPGs could not remain unseen by the top players.

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Perhaps bad times came for creatives. When there is a time of mass redundancies there is a heat among the ones being made redundant. The escalation of negative emotions often lead to protests and riots. It is scary to think what will happen when unemployed copywriters and art directors hit the streets, one thing is sure - they will have lots of ideas how to demonstrate their disgruntlement.

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Day-to-day flood of irrelevant content possible thanks to refined techniques of information distribution can give an average media receiver communication paralysis. How, in this situation, are the authors of public relations releases doing to interest the receiver?

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