The mid and end of the eighties will be remembered in history as a period when Europe has undergone a major historical change. At that time, people could sense it but no one could have foreseen that the 50-year long post-war European order would come to an end just then, let alone that it would happen so quickly and in such a way.
Once upon a time, only those who had indebted mankind by their grandiose deeds (or misdeeds) were immortalized. Today, it can be any of us.
Politics has become one big “imitation game”. It’s no wonder then that spin doctors and PR experts play the most prominent roles. Whether they’re locals or foreigners, or how much they charge, is no object, because we know that it all comes down to them.
I emphasize Gentleman Jack’s Barber Shop not just as an example of a good idea, more like one of the very significant marketing events in the region in the past year. It is because he steps out of the standard model and contains all essential elements of the modern concepts of market communication.
Just like driving skills, which will become obsolete in the era of driverless cars, and professional drivers, who will become some sort of exotic occupation, so will advertising agencies increasingly turn into a “relict of the past”. In order to avoid this fate, the agencies can no longer only adapt, they must change radically.