MIDDLE EAST
africa
asia
australia
europe
middle east
north america
south america
scandinavia
 
 
NORTH AMERICA


The heartland of advertising,
and the birthplace of the modern agency, North America is a region brimming with top agencies backed by a rich history of iconic campaigns, design and production.
 
 




01/  REGION BACKGROUND
 
From very early on, North America has been prominent trailblazer with media, advertising and digital arts. From the early birth of the big brand in the turn of the century (Coca Cola, Ford and Malboro) to the creative revolution of 1960s on Madison Avenue to the global saturation of the eighties American dream, North America is a region which has pushed boundaries and strived for innovation. However, the industry in North America now faces fresh challenges and obstacles as it navigates it's way through a digital era.
 
 




02/  ROLE OF IAD
 
As traditional roles have been shaken up across agencies, new roles are needed. The classic art director and copywriter duo working alongside studio personnel whilst effective for some, doesn't work for everyone. The emergence of all-round creatives, often working either individually or together in bigger teams is becoming more and more common.

The definition and the role of a 'creative' or 'interactive art director' is being redefined. Being aware of new technology, highly adaptable to change with a desire for effective and connective communication is vital now and will continue to be as the industry moves into the future. As we look to the future the role is one that can be many things, however it's becoming apparent, that in order for this role to be effective, being open-minded, being willing to change, and being able to embrace technology is key.
 
 
 




03/  CHALLENGES AND OPPORTUNITIES
 
1. New platforms
With the industry being such a long-established force, methodologies and working structures have been very firmly set in place. The test for many agencies will be and is the embracing and convergence of new and very fast moving platforms of communication. How can the industry easily adapt and turnaround campaigns developed turbulent mediums in comparison with what has been the norm for the past 50 years?
Mediums that have remained unshakeable for years are being challenged and surpassed by the rise of new online and mobile platforms. This is forcing the industry to adapt to leaner, more efficient ways of working, together with smarter, open-minded and more connected forms of marketing.

2. Social marketing
Famous campaigns such as Kony 2012 and Old Spice have shown the power of using social networks in advertising. It's a medium with allows for very direct connection between a brand and the consumer. Consequences of this? As channels of communication become more accessible and easier to navigate, the need for an agency as a 'middle man' between brand and consumer could start to diminish.

3. Globalisation
Globalisation and emerging markets also pose a threat to North America. Many regions, notably Asia and South America have flourished and started to develop to a level and standard parallel with the North American market, resulting in cheaper competition.
 
 
 




04/  TREND REPORT
 
Where as some agencies have directly suffered as a result of these changes, many have seized the moment.

New mediums open up substantial new creative opportunities to communicate, resulting in the emergence of exciting new trends. The convergence of digital and traditional is turning the industry upside down, creating new roles and ways of working. The concept of building and developing consumer-built communities that carry and actively 'own' a brand is proving to be very effective and powerful.

The speculative 'death' of TV together with the rapid adaption of second screen engagement is opening the doors for creatives to rethink viewer engagement. Award winning campaigns such as R/GA's Nike Fuelband and Droga5s Decode campaign for Bing and Jay-Z are prime examples of where the industry has stepped out the boat and built campaign heavily based on consumer connection and experience.
 
 
 




06/  TWITTER FEED
 
TWITTER LIST

@wired
@waltmossbergy
@timoreilly
@mashabletech
@ideo
@gizmodo
@davepeck
@brainpickings
@adage
@adtech
 
 
about the project


 
Hyper Island IAD13 thanks everyone who participated in this project and took the time to talk to us and answer our questions. Thank you!
 
For seven days, 76 students from the Interactive Art Direction Program at Hyper Island conducted research and interviews with industry professionals around the globe. The intention was to find out the state, trends, challenges, and key players within the industry today and in the future. This is an archive of the collective findings.




 
Made with ♥ by IAD 13.
contact: olivier.ramirez@hyperisland.se
 
 
SOUTH AMERICA


South America has an area of 17,840,000 square kilometers. Its population as of 2005 has been estimated at more than 371,090,000. South America ranks fourth in area (after Asia, Africa, and North America) and fifth in population (after Asia, Africa, Europe, and North America).
 
 




01/  REGION BACKGROUND
 
Latin America’s online population grew faster than any other global region in 2011, rising 16 % to 129.3 million visitors.

Google was the most-visited property in 2011, reaching 123.4 million visitors in the region, while Facebook led as the most-engaging web property with 25 %. Social networking accounted for nearly 30 % of online minutes.

Fueled by the holiday shopping season, online retail visitation jumped 30 % as more Latin Americans turned to the web to shop and purchase goods and services.

Mobile phones and tablets continue to account for a growing amount of digital traffic.

Chiles government wants to become the technology hub of Latin America. They have created many incentives for people to invest within the country.

Brazil has the 5th largest number of mobile phone and Internet users in the world. There are 189 million mobile phones and 200 million tech-savvy consumers.
 
 
 




02/  ROLE OF IAD
 
Modern advertisers have an enormous responsibility to blur the boundaries between creatives and inventors, innovation needs to be imbued in ideas. An IAD should be capable to connect and disconnect. If someone never experienced the feeling of turning pages in a real book, it would be very difficult for them to understand the reason of turning page in a digital book. He designs for humans not for programs. IAD is a temporary term, because of the current generation of AD’s not being used to the speed of technical innovations
 
“History tends to repeat itself, so a bit roughly said, the IAD is to AD what a filmmaker is to the painter. His work tells a longer, deeper story. Stories needed to be felt, amplified and adopted by the people, but foremost, lived by others as you lived it first.”
GONZA LOPEZ BALIÑAS
 
 




03/  CHALLENGES AND OPPORTUNITIES
 
Although digital is growing rapidly in South America, there is still plenty of room to expand. For instance, 70% of Brazil is still offline.
The increasing amount of people owning smartphones and tablets allows more targeted approach of reaching their audience.
The increasing number of people owning smart phones and tablets give great opportunities for agency’s using that as a media to reach their target group.
Geo-localization is a rising technology. A couple of startups are moving with big steps into these subjects.
Mess in the agency business models. There wont be a dominant remuneration model, instead they will be several distinct ones.
Expect to have the government as your partner, but maybe you wont be happy with the relationship.
Agencies and clients are exchanging information, knowledge and expertises. There is room to do closer, deeper long-term work with lesser recourses.
A single tweet is a matter of concern for brands.
Advertising is a mostly male dominated industry. That reflects the development state of the industry.
 
04/  TREND REPORT


 
It’s all about mobile growth. New technologies constantly get cheaper and push the online content into the mainstream, which results increased SMS, apps and navigation business.

5 out of top 10 countries for social media usage are based in South America. As a result time on instant messaging and emails has dropped. Slideshare is surprisingly popular. Many brands gravitate towards Facebook, although there is no real interaction just yet.

Blogs are big, especially in Brazil. Among South American Internet users, 3 out of 4 visit blogs. In addition the readership of the blogs of Brazil’s top journalists is larger than the circulation of the country’s top 10 newspapers.

South America will be the region with strongest e-commerce growth globally, due to established trust in the online purchase system over the past years. In 2015 sales are estimated to reach over US$25 billion, equaling 4% of the global e-commerce sales.
 
 




07/  TWITTER FEED
 
TWITTER LIST

@adlatina_com
@almodingalab
@estadolateral
@underescuela
@escuelita
@comunitarians
@updaters_
@comunicadores
@unplannedbr
@brains9
@observatoriocol
@iaburuguay
@josephcrump
@fheusser
@osalazar
 
 
about the project


 
Hyper Island IAD13 thanks everyone who participated in this project and took the time to talk to us and answer our questions. Thank you!
 
For seven days, 76 students from the Interactive Art Direction Program at Hyper Island conducted research and interviews with industry professionals around the globe. The intention was to find out the state, trends, challenges, and key players within the industry today and in the future. This is an archive of the collective findings.




 
Made with ♥ by IAD 13.
contact: olivier.ramirez@hyperisland.se
 
 
SCANDINAVIA


Scandinavia, home of international brands Nokia, Spotify, Lego, Absolut, IKEA, H & M, Acne and Skype (to name a few) has long been known for creativity. What makes them so special? Is it the water? Something in the air? We’ve got the inside info. 
 
 




01/  REGION BACKGROUND
 
Scandinavia { Sweden, Norway, Iceland, Denmark and Finland } 

Population: 25,251,000

Scandinavia has always been famous for design, however, in the past two decades, they’ve been making news for something else - being pioneers of the digital unknown. Whether it’s producing radical new digital campaigns, start-ups that take the world by storm or just embracing new technologies, there’s always something exciting happening.
Why? We dug deeper and found a few possible reasons.
One, early and high government-assisted broadband penetration. More people were using the internet at faster speeds than anywhere else in the world. Just recently, Stockholm and Oslo became the two first cities in the world with publicly available 4G networks, that raises speeds to 100 mbps.
Two, a young TV-commercial industry. Commercials didn't come to TV until the '80s and the business didn’t get stuck on them. And of course, the old smaller-budgets-equals-more-inventive-creative-problem-solving equation probably helped.
Thirdly, the high taxes that the Nords pay enable the State to be very present in their lives, providing them with excellent financial backing and enabling them to take more risks. This probably explains the amazing number of start-ups we see here (Spotify, SoundCloud, Skype etc).
And finally, and quite possibly most important, some of the most important tools for creativity - collaboration, reduced hierarchy, extracting ideas from all corners and thinking out of the box - are all encouraged right from kindergarten. 
However, the buzz these days among Sweden's digitals is about a bigger shift. Perhaps shifting away from just traditional advertising in the sense of announcing products. Maybe advertising agencies will start behaving more like tech start-ups, launching their own products or service design. 
 
"It's far easier to start a tech company today then five years ago. Too many people are complaining instead of pushing forward. The only real challenges are in your head, and they are solved by adopting a 'Fuck it, let's do it' attitude."
Martin Källström
CEO & founder of Memoto startup (former CEO & founder of Twingly)
 
 




02/  ROLE OF IAD
 
The role of the Interactive Art Director is a title that has as many definitions as there are agencies. Apart from the obvious fact that he or she should have a deep understanding of digital media and human/device interactions, there are quite a few other things to remember:
- Stay on top of the latest trends in technology and new mediums. Have an idea of how things work in the digital world. Never stop learning.
- Be a great story teller. ‘Tell stories worth retelling.’ - Perr Cromwell, Studio Total
- Be hybrid and flexible.
- Learn to package your content and choose the right channels.
- Be somebody who solves communication problems using different interactive media. You don’t have to be a tech-head or a programmer, be a visual communicator and strategic thinker who specializes in interactivity.
- Be bold and inspiring. Take risks and don’t be afraid to go where no one has before. Sometimes, the riskier, the better.
- Have self-belief. Everybody around you has an opinion. Yours has to be strongest.
- Understand what the consumer/viewer will be willing to participate in and how much effort it will take on their part.
- Don’t make the mistake of focussing on the technology experience rather than gaining results for the clients.
- Come up with ideas, concepts and stories that work across mediums.

  The role of the traditional Art Director is evolving rapidly and the boundaries between different roles are vanishing. In the opinion of some, in the future there will be no clear and defined roles, and a job description could just be limiting what you could accomplish. Cross disciplinary teams might be the new Status Quo. 
It looks like the way forward is to adapt, be quick to learn and above all, try to think new, different and brave.
 
"A good way to describe us would be ‘Communication Passioneers’ . Because you have to be insane or passionate to be in this industry."
ALASDHAIR MACGREGOR-HASTIE
ECD TBWA/G1
 
 




03/  CHALLENGES AND OPPORTUNITIES
 
The financial situation in the world is an obvious challenge and will continue to have an effect on the evolution of the digital world and the role of the Interactive Art Director. The demand on flexibility and a broader knowledge will be higher then ever before. The 'old' art director had a really defined set of skills, but in the future we will have to rethink our role and be able to tell stories to ever-changing tribes. Creating a dynamic structure with the right people in place with the right skills for each project will be a challenge on an agency-level.
The downfall of print has been going on for a while and brands have clearly grown up with a better understanding of the digital world and its possibilities. This can be both an opportunity and challenge. Specifically for Scandinavia, the high penetration of mobile internet connections is an opportunity that will continue to increase to the detriment of traditional marketing. Unconventional media will have a higher effect to the new participative audience. Scandinavians are early adopters of new technologies and are open to innovative digital experiences, making them IAD´s dream target audience.
 
"Go where your passion is, screw careers! Be really nerdy."
Albert Isaksson & Tove Blomgren
Design directors at Doberman
 
 




04/  TREND REPORT
 
1/ Service design
Design every surface that the consumer comes in contact with.

2/ Disruptive innovation
An innovation that helps create a new market and value network and eventually goes on to disrupt an existing market and value network. Scandinavian examples: www.spotify.com, www.magine.tv

3/ Collaborative consumption
Describes the rapid growth we experience in traditional sharing, rental and exchange, which suddenly is possible through network technology at a scale and in ways never seen before. This will of course also be important in relation to how brands evolve in the future. Scandinavian examples: www.easybring.se, www.skylib.com, www.bloppis.no

 4/ Gaming
This is not just arrive to the consumer in the right channel but also get new channels to play together. Games will be able to change attitudes and make us learn.

5/ Open data
Open data is the idea that certain data should be freely available to everyone to use and republish as they wish, without restrictions from copyright, patents or other mechanisms of control. Scandinavian example: www.islendingabok.is
 
"By 2015 it should be possible to make almost any surface a display for information. Who wants to carry around an iPad or iPhone when all the information you want can be displayed on any surface you come into contact with, including your clothes?"
Jon & Kjell
Design duo at Non-format
 
 




06/  TWITTER FEED
 
TWITTER LIST

@In2media
@welovepeople
@Brandhouse
@snowcrashme
@CIE_updates
@teppo
@TribalDDBSthlm
@TribalDDBSthlm
@SMFBoslo
@jimmyroyal
@snorrem
 
 
about the project


 
Hyper Island IAD13 thanks everyone who participated in this project and took the time to talk to us and answer our questions. Special thanks to: Alasdhair MacGregor Hastie, Per Cromwell, Halla Helgadóttir, Albert Isaksson & Tove Blomgren, Christopher LinnellSnorre Martinsen, Martin Källström, Sofia Svanteson, Jon & Kjell, Johan Ronnestam and Are Sundnes. Thank you!
 
For seven days, 76 students from the Interactive Art Direction Program at Hyper Island conducted research and interviews with industry professionals around the globe. The intention was to find out the state, trends, challenges, and key players within the industry today and in the future. This is an archive of the collective findings.




 
Made with ♥ by IAD 13.
contact: olivier.ramirez@hyperisland.se
HOME
 
 
EUROPE


With 47 independent countries, 230 spoken languages and a population of more than 700 million people, Europe has come to embody the very definition of diversity.It is the home of pasta, croissants, Einstein, Hitler, cheese, wine and two very distinctive ideas that separated nations and created great division.
 
 




01/  REGION BACKGROUND
 
Following the end of the Second World War, Europe was divided by the Iron Curtain between American dominated non-socialist countries of Europe and Soviet dominated socialist countries of Europe.
This geopolitical separation between East and West created a fundamental cultural and economic rift until the 1990s.
For many years Eastern European countries were considered developing nations and fell largely within the shadow of Western Europe. Recently there has been a noticeable improvement witnessed in Eastern Europe with the help of the digital revolution.
This phenomenon is signaling a hope for Eastern countries to build a marketplace that could trigger a greater and faster economic boost in coming years.
 
 




02/  ROLE OF IAD
 
The role of Interactive Art Director entails various aspects within a agency/business setting.

First and foremost, they are ‘hands on’ designers who are able to bring big picture ideas into real life. They are fast at adopting new technologies and are cross-disciplined within the interactive realm. They oversee the entire visual language from the overall tone of the project (campaign) to the single detail. In addition, good IAD’s embrace best practices on both visual design and user experience to develop functional, relevant and aesthetically pleasing products.  

Based on information gathered from our interviews good IAD’s possess the following characteristics:

1. They are excellent presenters who can articulate their ideas using both verbal and visual tools.

2. They tend to innovate, experiment and come up with fresh solutions to make a difference in offline and online community.

  3. They focus not only on technology but also on human behaviors.

4. They are great mentors who are able to lead and inspire fellow creatives to bring positive energy to the table.

5. They understand the clients’ needs and requirements on both a macro and micro level. (budget, timing, project goals, etc)

To summarize, the ideal IAD understands both the limitations and possibilities of technology and is able to identify the best possible practices to create functional and beautiful products. They are early adopters, problem solvers, cross-disciplined and flexible. They are constantly pushing the envelope to come up with innovative solutions and have a strong understanding of clients’ needs and business goals.
 
"I strongly believe that online is the new classic. Digital will soon be at the heart of everything a creative does. Creative brains think in ideas first, not in media, neither in execution."
DOMINIK TIEMANN
CEO @ M&C SAATCHI BERLIN
 
 




03/  CHALLENGES AND OPPORTUNITIES
 
The economic downturn that spanned across Europe has had a noticeable impact on our industry. Clients no longer take the same creative or financial risks, as they're afraid for their future.  Many agencies, especially larger ones, have lost the ambition to create truly remarkable or controversial campaigns, in favor of doing what is “safe.” Because of this downturn, smaller creative agencies have also struggled to compete. The industry faces the challenge of increasing the collaboration between advertising's large agencies and smaller creative's studios.  It could be argued that smaller agencies are better prepared to deliver creatively engaging products, but often don't have the scale to deliver to big brands.

From a technical perspective, the industry must learn to adapt and engage with consumers in a landscape of constantly changing technology with a range of new media and devices.

These technologies have created a landscape of increasingly personal and social advertising. Now more than ever, consumers require authenticity in the brand’s message. They want to connect and engage with the things they believe in.
 
"The rise of strategy and UX as the core of an agency, instead of what we call ‘creative’."
VICTOR SAHATE
Global Creative Partner at McCann Worldgroup, London
 
 




04/  TREND REPORT
 
It’s no secret that trends come and go, they are born, improved upon, and often spawn of other trends. Here, I’ve collected three such movements that are likely to make a big impact.

Mobile
Generally, mobile has been **the** trend for a while and we don't see an end to it. Due to european culture and current infrastructure Mobile Technology is growing very fast. Increasing number of mobile users and new technologies made using mobile phones more popular than ever.

Personal Advertisement
As a dimension of Internet advertising, interactivity enables companies to distinguish themselves from competitors, in that they can offer more engaging websites that give consumers control over and a choice of interactions with the advertising. As a result advertising is increasingly customized to the individual and targets the audience on a very personal level.

Big Data + Cloud
Bigdata has caught the attention of each and everyone. Consumer and enterprise world are looking to adopt the data. Analysts are talking about it, proclaiming it to the next big thing! But there are many questions that remain to be unanswered. Concerns are being raised about personal privacy and how consumers can ensure that their information is being used fairly.
 
"Generally, mobile has been **the** trend for a while and we don't see an end to it."
Severin Klaus
Head of Interaction Development at Hinderling Volkart AG, Zurich
 
 




06/  TWITTER FEED
 
TWITTER LIST

@joshshrobertson
@agneAC
@RadarDDB
@W2Optimism
@MCSaatchiGroup
@aandeddb
@ultranoir
@hellohikimori
@HackFwd
@telecreateurs
@Sebas_and_Clim
@aarsthanea
@devicers
@NikolaArezina
@universalevery
@hvzh
@This_is_SDT
@Asmoarp
@edupou
@frogdesign
@sandbox_network
@henrikberggren
@siliconallee
@Sbootcamp
@contagiousmag
 
 
about the project


 
Hyper Island IAD13 thanks everyone who participated in this project and took the time to talk to us and answer our questions. Thank you!
 
For seven days, 76 students from the Interactive Art Direction Program at Hyper Island conducted research and interviews with industry professionals around the globe. The intention was to find out the state, trends, challenges, and key players within the industry today and in the future. This is an archive of the collective findings.




 
Made with ♥ by IAD 13.
contact: olivier.ramirez@hyperisland.se
 
 
AFRICA


Home for more than one billion people, with 54 countries, and more than 2000 languages. It has the longest river and the biggest island in the world, and the Sahara desert. The citizens of the most multilingual continent in the world are also mobile enthusiasts. The first mobile phone network launched in 1994. Just 18 years later, mobile penetration in africa is at 65%. Also, 6 of the 10 fastest growing economies in the world are in Africa.
 
 




01/  REGION BACKGROUND
 
Africa’s economic strength has been hindered by a number of factors including colonial exploitation, ineffective leadership, political instability and environmental calamity. Despite its historical struggles, a series of trends are emerging in Africa that give it the potential to become the most important socio-economic force in the world during the coming decades.

Africa has a huge young population. According to United Nations World Population Prospects, 60% of the people living in the continent is less than 25 years old. Another interesting projection is that by 2040, workforce in Africa will be bigger than modern China and India, reaching 1.1 billion. Over the last 30 years the number of people entering the middle-class has tripled in Africa, reaching 313 million. Some reports project that the annual growth will be 7% for the next 20 years. Urban Migration Africans are rapidly migrating to urban areas. Currently, 40% of Africans live in urban areas and by 2050, it will be 60% of the total population. Nigeria alone will see 140 million new urban entrants in the next 40 years. Countries such as South Africa and Angola will be more than 80% urbanized by 2050. Urban-based enterprises are more generally productive than rural equivalents, contributing to a greater share of GDP.
 
Africa’s population has vigorously embraced technology in general, and telecommunications in particular. Nigeria is already the world’s tenth-largest mobile market and in South Africa more people use mobile than radio, TV or personal computers. Smartphone usage is increasing - it should have a 40% penetration in 5 years. Reports say that 96% of mobile subscriptions are pre-paid. Popular SMS services such as Google’s Gmail SMS lets users in Africa send and receive e-mails by text message.

Internet penetration is still relatively low largely due to costs, despite explosive growth rates. This will change quickly as a range of fiber optic cables set to land on Africa's east and west coasts are set to dramatically lower Internet usage fees. In the year 2000, Africa had 4.5 million internet users and by 2011 the number increased to 139 million. By the end of 2010, Africa had 500 million mobile connections. By 2015, the number will be 800 million. Some people even say that mobile made banking accessible for the first time for a lot of people. In fact, people send and receive money just by using SMS technology. You might ask: what about tablets, laptops and desktop computers? They skipped it, going straight to mobile.
 




02/  ROLE OF IAD
 
These are some of the thoughts about the role of an Interactive Art Director from people working in the advertising industry in different countries in Africa. What do you think?

- Think about interactivity as the language of the future.
- Understand the key media opportunities from today and the future.
- Think about designing the whole user experience, not just a layout.
- Help brands interact with people, not thinking of them just as consumers.
- Create integrated campaigns using different channels, including digital (desktop and mobile).
- Make communication as simple and clear as possible to the consumers.
- Solve problems and clarify what's confusing.
- Use technology to simplify, not to sophisticate.
- Be quite technical: it helps to generate ideas and understand how things work.
- Build different levels of engagement and conversation by involving people into interaction.
- Mentor peers and subordinates to increase team cohesion.
- Focus on the idea and the art of storytelling.
 
 




03/  CHALLENGES AND OPPORTUNITIES
 
With infinite possibilities come even bigger challenges.
This is what people from the industry in Africa think as challenges for an IAD:

- Lack of digital education & knowledge.
- Limited access to technology.
- Interaction design is underestimated.
- Usability tests are hard to sell.
- Low budgets.
- Brands may not invest effort and money in digital experiences.
- Strategies that work elsewhere can´t be applied to African markets.
- Lack of research and understanding of local markets.

Opportunities

- The mobile industry in countries like Kenya, South Africa, Ghana, Morocco and Egypt is pretty advanced.
- Number of smartphone users increases.
- Services for feature phones need improvement.
- Mobile industry is great for small businesses promotion.
- All African countries need more digital services and apps that make people's life easier.
- Africans don’t use so many interactive experiences right now, but they love to interact.
- Explore interactivity between Out-of-Home advertising and mobile.
- Growing disposable income and middle class.
- Mobile payment services.
- Expanding foreign investment.
 




04/  TREND REPORT
 
- Price decrease on mobile & broadband internet.
- Geolocation and targeted audiences will help to engage with specific groups.
- Social media engagement will continue to increase.
- Companies continue to invest in apps to engage with its potential/current customers
- QR codes are going to be used more often
- Digital is taking a bigger chunk of the budgets
- Smartphones and tablets will be more affordable
- Out-of-Home is going digital - airports, business hubs and some retail networks
- BlackBerry is going to be used more for entertainment and socialising
- Interactive information will accelerate the learning process
- Smartphones will remain main platforms, instead of laptops/desktop computers
- Mobile banking is already huge in some African countries and continues to grow
 
"The key to Africa is to not assume what works in the west world works here."
Mwbana Alliy
Founder and managing partner of Savannah Fund
 
 




06/  TWITTER FEED
 
TWITTER LIST

@karmajustfar
@them2k
@samanthaperry
@digitalafrica
@mbwana
@mikesharman
@mikeasaunders
@kenyanpundit
@area_fada
@aJessicaColaco
@mbuguanjihia
@smutinda
@MKaigwa
@NonieMG
@robstokes
@AmandaSevasti
@TimoHorwood
 
 
about the project


 
Hyper Island IAD13 thanks everyone who participated in this project and took the time to talk to us and answer our questions. Special thanks to: Pete Case, Nicole Capper, Samantha Perry, Kajsa Claude, Nicholas Nesbitt, Ivan Ikkon, Trushar Shah, Mike Muraz, Mbwana Alliy, Ella Don, Karma Spies, Mark Kaigwa, Andrew Maunder, Claudio Afonso, Brad Page and Ahmed Hafez, Mike Sharamarn, Michael Munyi, and Ben Chief. Thank you!
 
For seven days, 76 students from the Interactive Art Direction Program at Hyper Island conducted research and interviews with industry professionals around the globe. The intention was to find out the state, trends, challenges, and key players within the industry today and in the future. This is an archive of the collective findings.




 
Made with ♥ by IAD 13.
contact: olivier.ramirez@hyperisland.se
HOME
 
 
MIDDLE EAST


Middle East is a region of the world we overlook when we discuss advertising world wide in the western world. The money spent on ads in the area have in some countries in the Middle East gone up to +43,6% the last year and Online advertising went up by 35,2%. If you look at Israel, they had 4000 tech startups last year, more than any country outside the US.
 
 




01/  REGION BACKGROUND
 
The Middle East lies at the juncture of Eurasia and Africa. It is the birthplace and spiritual center of religions. Throughout its history the Middle East has been a major center of world affairs; a strategically, economically, politically, culturally, and religiously sensitive area. Middle Eastern economies range from being very poor to extremely wealthy nations.

The main hubs of the creative and advertising industry in the region are Istanbul, Tel Aviv and Dubai. They have a specific way to see and to construe the creative industry, it makes the region a complex puzzle of ideas and creativity.

Internet users in the Middle East has grown exceptionally over the last decade so online advertising is a very fast growing industry. It is still far from the 25% ratio of online ad spend in US or UK markets. In the Arab states, television and newspapers are still the dominant advertising vehicles.
 
"Middle Eastern economies range from being very poor to extremely wealthy nations."
 
 




02/  ROLE OF IAD
 
Its a two way communication. We would define an IAD as a communicator beyond the classic definition of an Art Director. An IAD is responsible for the over all idea/concept, work along the developers and produce an emotional and entertaining interactive experience for the audience.
Regardless skills in the classic sence. IAD is not the next step after digital Art Director it may be born out of a digital environment but could also very much be a revenue of the older generation Art Directors.
It involves a mixture of leadership, teamwork and time management. The ability to see the 'big picture' in a creative marketing or advertising campaign. He must be able to use technology available to to incorporate the best design, copy and interactive tools into one cohesive product.
 
"If you want to be stuck in the present go on and do what you do as an traditional Art Director."
Enon Landeberg
Chief Interaction Officer - Publicis Group Israel.
 
 




03/  CHALLENGES AND OPPORTUNITIES
 
Challenges
Economics
The worldwide economical crisis has also had a big impact on the advertising industry in Middle East. Population diversity
To reach the population in the Middle East is a big challenge due to the many different nationalities in the Middle Eastern countries. In some Middle Eastern countries, expatriates outnumber locals by as much as 6 to 1. In theUAE, for example, just 13 percent of the population is local.

Opportunities
The Middle Eastern market is quickly growing stronger with many opportunities to explore the market.
2010 the total advertising market percentage growth was 26% in MENA the highest globally. In comparison North American registered 6.2% growth rate, Europe 8.1% and Latin America21.2%. 40% has access the internet via mobile devices.
Internet users in the Middle East grew exceptionally over the last decade, up from 3million users in 2001 to 81million users today.
 
"Two representatives from a shoe company went to a remote coutry to look for business opportunities. When they returned the first candidate gave his report: "Bad news. Half the population there doesn’t even have shoes." Then the second candidate reported: "Amazing, half the population doesn’t even have shoes!"
Guilherme Rangel
Executive Creative Director, Gyro Dubai
 
 




04/  TREND REPORT
 
The change in money spent on ads 11/12:

- Turkey has increaded by +33,2 % since last year
- Saudi Arabia +43,6%
- United Arab Emirates +1,6%

  - Television ad spend grew with 33,8 % in Middle East last year.
- Online ad spend went up by 35,2% in Middle East.
- Radio: 21,1 % 
- Outdoor: 45,3 % encreasement.
 
"Now we can see a development were the target audience is actually creating the products themselves. The manufacturers can´t lie anymore, the public are, thanks to social media too aware. "Human" communication is the new trend. The brand will be owned by the consumer. Social media is creating an opinion and they are not afraid to share their information and experience."
Enon Landeberg
Creative Director, Publicis Tel Aviv
 
 




06/  TWITTER FEED
 
TWITTER LIST

@Dubaicreative
@AmirKassaei
@yasarakbas
@Refuah
@enonl
@gideonamichay
@CDluispimenta
@raguida
@leoehrlich
@rizuto
 
 
about the project


 
Hyper Island IAD13 thanks everyone who participated in this project and took the time to talk to us and answer our questions. Thank you!
 
For seven days, 76 students from the Interactive Art Direction Program at Hyper Island conducted research and interviews with industry professionals around the globe. The intention was to find out the state, trends, challenges, and key players within the industry today and in the future. This is an archive of the collective findings.




 
Made with ♥ by IAD 13.
contact: olivier.ramirez@hyperisland.se
HOME
 
 
ASIA


Hyper Island IAD13 thanks everyone who participated in this project and took the time to talk to us and answer our questions. Special thanks to: Rob Campbell, Andrew Miller, Rei Inamoto, Ted Persson, Fredrik Härén, James Procter, Eugene Cheong, MAry Buenaventura and Anil Nair. Thank you!
 
 




01/  REGION BACKGROUND
 
Today the Asia pacific region continues to be home to the biggest internet audience in the world. There are more than 825 million internet users in Asia alone and in three years they will have ½ of the worlds internet users.

Digital Media is where Asia has a chance to shine the brightest. Because the traditional media outposts are so incredibly cluttered and hard to unify culturally, the biggest successes have come through digital communication. Agencies from Asia have started to get noticed by winning international awards for their digital campaigns and advertising.

The Asian companies are accustomed to working with small budgets, making them highly competitive with the european market. There is a larger variety of social networking platforms competing with Facebook. This new social interaction lets consumers find their voices. There is a digital democracy evolving in Asia, consumers become elite, and hold the power to make change.
 
Right now Asia is going through both a cultural and a digital creative renaissance. Their general population have readily adopted technology and changed the way that they consume media and brand stories. This is however not true for all of Asia, which is incredibly diverse.

The Asian startup scene is really starting to boom, and some incubators are providing startups with mentorship, office space and small amount of cash in return for piece of equity. There are real opportunities for clients and agencies that are willing to take more risks and explore new media. The biggest risk is not doing anything at all.
 




02/  ROLE OF IAD
 
The role of the interactive Art Director is a broad one in Asia. In some countries like India, digital advertising is in its infancy, so the term is not established yet. In Asia an interactive Art Director needs to ride the wave of transformative as the marketing industry changes so rapidly here. Strategic thinking is vital to the role. They should be open to represent a single idea through a variety of executions, and to know about the latest digital and experimental possibilities. The IAD should be humble to others expertise and be able to integrate the online with the traditional ways of communication. They should have a clear understanding and a gift to make experience entertaining and accessibility simple.
 
"Make sure that ideas are the main thing in your work. Technology will come and go"
JAMES PROCTER
EXECUTIVE CREATIVE DIRECTOR- TBWA HONG KONG
 
 




03/  CHALLENGES AND OPPORTUNITIES
 
There are still large digital knowledge gaps among general users

- Digital marketing is on the rise but the level of skills required to do the job effectively is not yet readily available in many key Asian job markets. The trend in recent years has also been for digital marketers to specialise in one silo (e.g. search, e-commerce or social) rather than to integrate and operate seamlessly across the digital marketing spectrum.
Without effective digital training and knowledge within marketing and related divisions, wider digital transformation within organisations will be slow and ineffective. The marketplace is highly fragmented. Maturity levels differ.
(Mature markets: South Korea, Japan, Hong Kong, and Singapore.)
- The challenges for training digital professionals in Asia in various maturity levels of channels across different. countries, as well as the size of the digital market, especially when compared with the US and Europe.
- Slow bandwidth speed in some regions.
- Many marketers working in developed digital economies fault local practitioners for an inability to self-learn and take an innovative approach towards digital activity.

 
"If you´re going to do advertising, you´re going to fucking die"
REI INAMOTO
AKQA´s Chief Creative Officer
 

Opportunities

Asia is expected to be the biggest geographical area of global online growth, accounting for more than half of the world’s internet users within the next three years. There is a strong correlation between the pace of economic growth and the development of internet infrastructure, resulting in the massive growth in terms of internet usage of digital and mobile devices with increasing penetration of high-speed broadband internet and Wi-Fi networks to more areas.
Asia is known as the e-commerce and mobile superpower when it comes to the digital communication development. Production for the masses is a big open door, from apps to websites and all the integrated platforms related to consumer’s behaviours. Consumers are highly influenced by online advertising, even higher than the global average.
Globally recognised as a highly competitive and fast-growing marketplace, the wider digital landscape offers enormous potential for skilled professionals who are ready to further innovate this growing field. Agencies are starting to really trust and put all their effort and investment into the digital communications arena.
 




04/  TREND REPORT
 
- Brands expect Asia to lead digital categories. American brands have been approaching Asian agencies and studios under the assumption that they can lead their thinking in the digital space.

- Western companies (agencies, studios, etc.) moving their main office (not only opening a new office) to important cities in Asia. DDB worldwide just recently moved their creative HQ to shanghai.

- Using the technological advancements available in Asia, the continent will push forward the development in digital media, and become the industry leaders.

- Asian companies going more global. Right now, Asia is more of an adaptation outpost for many brands.
- Rapid growth of internet users - India, China - especially through mobile devices, because of low price and fast connection.

- Introvert ASIA is becoming extrovert ASIA - Consumers' online personas are more extroverted compared to their real-life personalities. And digital live is changing real life - *This shift gives brands the opportunity to interact with consumers who would be shy otherwise.

- Advertising is transforming into a social conversation between public-brand-public.

- E-commerce - China will become the largest online commerce market in the world. The main reason is because social media has a greater influence on purchasing decisions for consumers in China than for those anywhere else in the world.
 
"An IAD should be open to represent a single idea through a variety of executions"
ANDREW MILLER
Writer at W&K
 
 




06/  TWITTER FEED
 
TWITTER LIST

@prty_tokyo
@rameshsrivats
@Digible
@weirdchina
@nataliecyt
@cnetasia
@Robertc1970
@DamienCummings
@fachrybafadal
@cbasia
@CampaignAsia
@FredFaridGroup
@Techinasia
@brubrushanghai
@DDBLimelight
@ensnk
@adplanner
@AmandaMooney
 
 
about the project


 
Hyper Island IAD13 thanks everyone who participated in this project and took the time to talk to us and answer our questions. Special thanks to: James Procter, Eugene Cheong, Mary Buneaventura, Anil Nair, Rob Campbell, Andrew Miller, Rei Inamoto, Ted Persson, Fredrik Härén, Satya Dalal, Linus Chen, Carl Nyman, Koen Dierk Van esterik, Fachry Bafadal, Mahima Puri, Jeff Cheong, Tré Wee, Warren Teo, Benjamin Koh, Hyunwoo Bang,Scott Mcclelland and Alex Hong. Thank you!
 
For seven days, 76 students from the Interactive Art Direction Program at Hyper Island conducted research and interviews with industry professionals around the globe. The intention was to find out the state, trends, challenges, and key players within the industry today and in the future. This is an archive of the collective findings.




 
Made with ♥ by IAD 13.
contact: olivier.ramirez@hyperisland.se
HOME
 
 
AUSTRALIA


Australia, known as the land of surfers and freedom-lovers who enjoy beaches, "the out back" and fresh air. Geographically, Australia is a long way from the rest of the world and due to isolation, lack of competition Australia have been left behind in the booming digital economy.
 
 




01/  REGION BACKGROUND
 
 
 




02/  ROLE OF IAD
 
An IAD's role is in many ways simular to the AD's, in terms of ,time-mangagement, problem solving and ability to look at he ‘bigger picture' in a creative or advertising campaign. But with an increasingly saturated online advertising market more fields in this industry emerge demanding for more specialization.

The role of the IAD (compaired to the AD) is justified by the fact that a campaign conceptualized for a print or TV format cannot easily be translated into online environments. The time and space constraints on TV and print are very different and new technical possibilities offer more than a one-way communication of traditional media. Personalization of messages and social interaction between companies and consumers require an in depth knowledge of technological possibilities. Technology is therefore central in forming concepts online.

Also because of the complexity of the media platforms we se today, storytelling is more important than ever before! Now IAD's must speak and reach the consumer through a number of different environments. Talking to the consumer often consists of a dialog over time and targeting very spesific groups of people, not just a one-way communication to the masses.
 
 




03/  CHALLENGES AND OPPORTUNITIES
 
Challenges

Capture and process data
Companies need to learn how to capture and process data generated from social media. The ones who succeed will have a great advantage in the future media market. 

Getting payed for your ideas
It's getting harder to put a value on idéas. The clients are becoming less willing to pay for advertisment in digital medium, because they consider it a free medium. It put's heavy pressure on the budgets, and makes it hard keeping the best people in the industry. Clients are expecting much more content for less money, and they expect it to be brilliant.

Brands wants to be seen as socially responsible
Brands are becoming increasingly aware of environmental issues which must be reflected upon in the communication with the customers. As a result most brands will actually start doing something to make the world a better place. That's becoming interesting for the consumers and therefore necessary for the brands. Consumers want to know if the brands are good citizens and worth supporting.

Opportunities

Idea Development
Ideas are still the basis of our industry. The IAD creates opportunities for ideas to grow on new and adaptable platforms.

Experimental marketing
Experimental marketing is little tested in Australia. Use of technologies, such as augmented reality apps and NFC will give completly new opportunities to connect with the consumers.

Content, Not Ads
Emphasize on dynamic storytelling to establish mutiple connections with people, opens up for the opportunities to drive conversation and gives the brands the opportunitie to create content that people choose to watch (and share), rather than pushing unwanted commercials on its audience.

Mobile platform
These days everything is being built for, or at least considers, different mobile device platforms. Australia has one of the highest smart phone penetration rates in the world. So, this means there are many opportunities to be the first ones executing a really great concept with mobil plattforms and make a name for yourself.
 
04/  TREND REPORT


 
Clouding
Clouding Companies sees the financial and productivity gains using cloud compared to maintaining in-house IT functions. Now as cloud computing has becomes more mature, consumer are starting to see the benefits of the safe backup and the accessibility from everywhere.

Mobility
Mobility is essential to businesses and people nowadays. The 24/7 society is here through tablets and smartphones. People want to have the possibility to work from anywhere, access all data, input data, interact with friends and clients and to do it at a low cost and with increased flexibility.

eCommerce / mCommerce
The eCommerce business is increasing in Australia and the rest of the world. The popularity of smartphones has sooner than expected made mCommerce enter the Australian market. The introduction of built-in mobile payments is bringing the electronic wallet concept a step further. Users are more willing to pay for content on mobile devices than they are on desktops for reasons like, easy to use, secure payment, embedded systems like iTunes and small price tags.

Social Context and business intelligence
Social media has not only changed the way we interact with each other, but also the way computers and services relate back to us.
The ability to personalise data and put it in context - time, location and social network, challenges companies to figure out how to capture and process the data in the most effective way.

You – the User Design and usability is becoming more important than ever. Users expect to find all their data easy accessible, if by touch or voice or any other means, and to zero learning curve.

Connected Environments
Increased connectivity and more efficient infrastructure are allowing more devices to interact with each other and with us, using data they gathered without any help from us.
We are able to track and count most of the things, and to reduce waste, loss and cost.
The technology are moving us toward a smarter environment, products and cities.
 
 




06/  TWITTER FEED
 
TWITTER LIST

@Dubaicreative
@AmirKassaei
@yasarakbas
@Refuah
@enonl
@gideonamichay
@CDluispimenta
@raguida
@leoehrlich
@rizuto
@aarsthanea
@devicers
@NikolaArezina
@universalevery
@hvzh
 
 
about the project


 
Hyper Island IAD13 thanks everyone who participated in this project and took the time to talk to us and answer our questions. Thank you!
 
For seven days, 76 students from the Interactive Art Direction Program at Hyper Island conducted research and interviews with industry professionals around the globe. The intention was to find out the state, trends, challenges, and key players within the industry today and in the future. This is an archive of the collective findings.




 
Made with ♥ by IAD 13.
contact: olivier.ramirez@hyperisland.se