I want to believe that our industry will become more empathic or human. For example, yesterday, seeing the #GraduateTogether event, made me realize that TV as a medium has already changed. It now allows new forms of visual narrative, it is now expected to be consumed pretty much anywhere, user participation is expected, and it is also self-made.
I also welcome the other more sarcastic side of things. The voice that has seen a lot and been through a lot, allowing it to smell the bull shit.
I guess that reading Bob Hoffman does that it keeps me real. Not fall into some sort of over idealistic ad man messiah preaching the end of advertising.
But, I still want to believe, think that someday we will have more
natural mellow ways to connect a brand or product with a person.