The Philae comet lander woke up this weekend and tweeted to Earth, having been in hibernation since November. After a similar period of dormancy, the manc&dandy blog is also starting to stir.
A celestial body 44 times larger than Comet 67P gave rise to the Chicxulub impactor, the asteroid implicated in the Cretaceous-Paleogene extinction event. 65 million years later after another big hit the dinosaurs are also rising.
The inaccurately-titled* Jurassic World has become the first film to generate over $500 million worldwide in its first weekend and allowed us to briefly travel back in time and feel the excitement we felt in 1993 when we first encountered Industrial Light & Magic’s terrible lizards**
In the first film in the Jurassic Park franchise, John Hammond persuades palaeontologist Dr. Alan Grant and paleobotanist Dr. Ellie Sattler to visit his theme park with the promise that he will fund their dig for the next three years, despite the fact that the cloned dinosaurs there would render their specialisms obsolete.
Creative agencies have long had to adapt to a constantly changing environment where only the fittest survive. In the 1960s, ad agencies had creative, marketing, media, and public relations departments under one roof crafting campaigns across TV, radio and press. As clients reduced their spend, the agency specialists formed specialist agencies to gain more freedom and more reward.
With the dawn of the internet a new generation of advertising and marketing professionals created specialist digital agencies, having a two-way conversation with consumers. Keen to retrieve that chunk of their clients’ budgets, many agencies created digital departments in the mid-2000s by hiring or buying digital capabilities.
James Murphy, Adam & Eve/DDB’s Chief Executive predicted in Campaign in January that 2015 will mark the renaissance of the full-service agency:
It’s a rebirth that is already under way but will truly flower this year due to client demand and the ability of agencies to offer powerful brand strategy allied to seamless delivery across channels.
Business development is another evolving field. Telemarketing is often described as endangered. An untargeted and untailored approach will always lead to extinction, but the crocodile shows that the old ways can still be effective.
The modern business developer, though, has developed new weapons to hunt their prey. By combining inbound lead generation techniques with additional outbound methods such as direct mail and email marketing, and by helping maximise the conversion of opportunities, the full-service business development agency can relieve the burden of new business from their client and deliver a real return on their investment. Clever girl!
For agencies and those that promote them, there will always be new ways to tell a story but it all starts with the idea, the DNA.
Life finds a way.
* Most of the dinosaurs featured hailed from the Cretaceous period.
** Dinosauria were named in 1842 by palaeontologist Sir Richard Owen, deriving the name for the taxon from the Greek words δεινός (deinos, meaning “terrible,” “potent,” or “fearfully great”) and σαῦρος (sauros, meaning “lizard” or “reptile”). They were neither lizards nor reptiles but, like Jurassic Park, it is a cool name.