The Evolution of Advertising Engagement: From Mad Men to Virtual Worlds

Interactive communication that engages consumers –rather than preaches – has always
been present in the best work of adland. Do the best creative solutions from this world
provide any lessons for the virtual world?
Using examples such as Orange and 118118, as well as creative mentoring work done by
16 year olds, the presentation will look at the way advertising creativity works. As well as
the way - as shared by new learnings from Brain Science - it often fails.
The explosion of Social Media in adland provides new tools for interactivity and perhaps a
bridge to the immersive virtual world.