THE IDEA IS NOT AN AD.

180 THINKING The battle between online and offline, and integrated vs. fragmented is clearly over, and it’s time to answer the question: WHAT NEXT?  If the answer is still ‘The Big Idea’, then where does that get played out? Or even initiated? Because now there are no defined edges to where people communicate. So where does that leave the advertising agency?

This year Chris Mendola and Andy Fackrell take to the stage to share the 180 perspective on the future of advertising with over 2000 delegates and advertising folk at the Cannes Lions Festival.

For the last football World Cup, 180 produced the integrated showpiece +10 campaign. Four years later, where does the agency model stand now? Is it agency as newsroom? Agency as product developer? Agency as consumer advocate? By showing elements of their latest football campaign, 180 and its new digital group RIOT offer some insights into how they have tried to solve the above questions.

Please Note: During the Presentation we incorrectly refer to the artist and art director, Peter Saville, famous for the design of record sleeves for Factory Records.