Co-CCO Tom Murphy Reflects on AdLand in SHOOT’s Mid-Year Survey

Co-CCO Tom Murphy Reflects on AdLand in SHOOT’s Mid-Year Survey

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Our Co-Chief Creative Officer Tom Murphy shared his views on how AdLand is doing so far in 2017 in the SHOOT’s Mid-Year Survey, which features expert commentary from around the industry. The piece starts out by noting that, “…you can learn a lot from a “Fearless Girl,” the much lauded creation from McCann New York for client State Street Global Advisors,” in how it resonated in culture in a “simple, forceful way.” While Fearless Girl is an example of innovation using an old medium, many respondents continue to hype new and emerging technologies like AI and AR. But the most important thing for all marketers is knowing how to tell a story.    

Here are some excerpts from Tom’s QA:

·         On significant trends so far in 2017: “More than ever, the ideas that get talked about are the ones that take a position in the world…. If you’re going to take a stand, it’s got to be in a way that is authentic to the brand.”

·         On work that has struck a responsive chord this year: “…we are obviously immensely proud of the way Fearless Girl struck a chord. I loved the Sandy Hook Promise film from BBDO.”

·         On forecasting for the second half of 2017: “Technology means that the impact we can have is larger and more immediate than ever before. This will continue to become even more dramatic over the coming year.”

·         On themes in the award show circuit: “One thing that was nice to see to see at Cannes this year was a renewed sense of energy around the film categories.” 

·         On what new technology investment to make this year: “It’s actually the oldest technology – people.”

Read the full QA with Tom in SHOOT here: https://www.shootonline.com/survey-responses/august-2017-mid-year-report-card-tom-murphy

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