It was a simple enough brief: Can you write 1,400 words predicting the future of advertising? And so here I am, wondering how to write something that is somewhat useful for anyone likely to read this article (knowing that if you are reading Campaign magazine you have heard all about “The metaverse is coming”, “AI and NFTs are changing media” and “TikTok has surpassed Google”). So while it might be a simple brief, it’s not an easy one (I guess it’s payback for all the times I told a creative director that the brief was really simple).
So I will show you just how bad we are at predicting the future and why this actually matters to us all working in the creative industry. And a
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