GLOBAL – January 3, 2013 – R/GA founder, chairman, and CEO Bob Greenberg said that the advertising industry will be ‘massively disrupted’ in 2014 by new business models.
In an article in the Economic Times, Greenberg named the changes that he sees the advertising industry experiencing in 2014, saying that "growth will be driven through a new form of innovation that is unique to the digital age and relies on an entirely new set of marketing channels to drive awareness and purchase."
Greenberg added that digital services will be more and more a part of how products are shared and marketed. He gave the example of the Nike+ Fuelband, which shares activity through a web community.
In the article, Greenberg also said that agencies will widen their range of services to include business transformation consulting, product innovation, technology innovation, brand development, and production.
The reliance on third party, paid sources for big data will decrease, Greenberg said, as companies begin to "earn" data from consumers through digital services.
Sustainability is another key trend that Greenberg sees in 2014, explaining that brands will have to show how they can grow in an environmentally-friendly way.
"Millenial consumers will simply stop doing business with brands that are not demonstrably ‘green,’" he said.
