Suitably rested after a lovely Christmas break, the Huskies team are excitedly looking forward to both giving up chocolate forever, and of course, digital developments in the year ahead! So excited in fact, we put our heads together at a recent all-agency workshop and came up with a special Huskies predictions list for 2015.
After a long and mildly difficult day’s work, I nipped out of the office and made for OFFSET 2014. Dark skies and sideways rain matched my mood – why? Wieden+Kennedy Amsterdamhad cancelled. This was disappointing for two reasons. Firstly, they are one of the agencies that inspire me most - creating consistently brilliant work year in and year out. Secondly I knew they were bound to come with an unsolvable problem (probably for Nike), that I would have to help them with, resulting in my being hailed as one of the great creatives of my age. Understandably I was devastated.
As an industry, we say we're people focused. But are we really? After years of seeing our role change from one of pusher to participant, 2014 needs to be the step change in truly understanding people for what they are. It needs to be the year we mature and recognise that it's the person, not the consumer, we're talking to.