The advertising industry prevents innovation
Recently Swedish advertising agency Rodolfo took the decision to employ psychologists. A decision based on the fact that the advertising industry is not fit to solve today’s communication problems. To be truly innovative the sector needs to be reshaped. With its current organization, the industry is preventing innovation, rather than enabling it. However, by building their own department with psychologists they get a huge advantage in the creative process. A way to create truly innovative solutions based on psychological insights. Read more about why and how Rodolfo is trying to change the way advertising is done forever.
Why the advertising industry needs to be more Silicon Valley and less Madison Avenue.
The advertising industry is not fit to solve today’s communication problems. To be truly innovative the sector needs to be reshaped. With its current organization, the industry is preventing innovation, rather than enabling it.
A new model for the industry
Creativity and innovation is all about finding unexpected combinations of two or several well-known elements. Unfortunately, with solely your traditional Art Director and Copywriter in your team, this equation becomes rather difficult to solve, as they both tend to think and behave in the same manner.
This is why change is necessary. We need to open our eyes to people outside the advertising territory. We need to say goodbye to the industry as we know it, and start fresh.
The future creatives
When combining psychology and communication one gets a huge advantage in the creative process. It helps to understand why a certain type of behaviour occurs and, in addition to this, it provides knowledge the traditional agency staff does not possess.
- This is why we have just recently employed a psychology expert who will play a vital role in our organization and help build our offer in psychology and communications. We believe that psychologists might well be Rodolfo’s future star creative, says Ludwig Jonsson, co-founder & creative planner at Rodolfo.
We have long worked with psychologists in our creative process. However, our clients have not. This is why we see a need to educate our clients. And, in order to facilitate our mission; we plan to hold a crash course called Rodolfo Daily. Launching in September, the course will cover insights from psychology and present great examples of how other companies apply psychology in their communication.
Rodolfo’s core belief is collective intelligence. We know that when combining contrasting perspectives we can create far superior communication strategies. And above all, we aim to change the belief that only ad people can make great communication.
The future of advertising lies in great products with embedded marketing. Communication that does not add value for the consumer will swiftly be forgotten, and eventually fade away. So, let us use the power of collective intelligence and create some truly innovative solutions.
- Rodolfo’s quest is to change the structure and content of ad agencies.
- Psychology and entrepreneurship will be a vital part of the future of advertising.
- Communication is about innovation and added value, not billboards and campaigns.