This is a little answer from Quora that I need to think about a bit more. there's something in it, I think.
Pulling a few common threads together. The future of advertising? contextual, personalised, locational. I also think agency people (even the young dudes) will want to make 'art' or at least legacies for their generation (and Groupon promotions ain't that). So I there's a bit of a renaissance model going on. Early renaissance was defined by naive wonder (the internet). High renaissance is defined by scale, energy and high art. I think we're in the middle right now, which is about intellectual idealisation (ie personalisation, localisation, contextualisation). And I think there's an aspiration in the industry to start to do the really big, meaningful stuff. Hey - there's a presentation in that!
