2012 in Review with... Brian Latt
Managing director of Tool of North America, Brian Latt, gets to the heart of what 2013 will be about.
Managing director of production company Tool of North America, Brian Latt, cuts to the chase of what the year ahead will look like for the advertising industry.
What excites you most about working in advertising at the moment?
We’re in a creative renaissance because the digital platforms are giving rise to a greater range of powerful creative solutions. We have some of the best creative thinkers in our business that are finding uniquely engaging ways to tell a story, while smartly supporting the brand. We just produced this web app for Google called Jam With Chrome that allows you to connect with your friends for real time jam sessions online. How cool is that!?
What do you think the key trends and developments of 2013 will be?
Two things. It’ll be a big year for mobile and a big year for branded content. Brands like Intel have made big strides with long-form storytelling that really connect with their audience. We’re going to see a lot of movement in this direction. On the mobile front, [financial services company] Cowen & Co is projecting that US digital ad sales for mobile will increase 9% in 2013. That’s a huge number. Our shop has already seen a substantial increase in the number of mobile projects for the last half of this year.
Do you think the lines between traditional advertising boundaries and company roles will continue to blur?
Yes, yes, and yes. The roles will continue to blur. Agencies look to us to navigate the digital and traditional space. Earlier this year, we produced a project with the Martin Agency for the JFK Library that had a site build, mobile component, interactive video experience and a full length documentary. We also produced a couple of Dunkin Donuts TV spots for Hill Holiday along with a mobile game app that was a movie tie-in for Men In Black 3. I could go on …
How pivotal a role will the economy play in the creative output of the coming year?
Very little. Creative output doesn’t have to be married to a big price-tag. Take a look at some of the winning ideas in recent past that were produced with relatively modest budgets: Chipotle Back To The Start, Dove Evolution and Benneton’s Unhate campaign. One thing is certain. Advertisers will continue to want more for less, and it’s our task to find creative solutions.
What’s your New Year’s resolution for 2013?
Take time to enjoy the process.
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