A white paper developed by industry leaders and academics has found that advertising has lost its unique selling proposition (US)P.
The State of the Australian Advertising Industry and the Role of Education white paper concluded that no one knows what advertising is any more. Yet increasingly, they spend their days doing advertising-like tasks.
The researchers drew from first and secondary resources to examine the current state, and imagine the future, of the advertising industry and the role of advertising education.
For example, using Australian Census data to map growth since 2011, and project into the future to 2036, the paper predicts advertising employment from the Professional Services industries should continue to grow at an average of 28% per year.
Industry leaders include Thinkerbell chief thinker Adam Ferrier, IAB Australia CEO Gai Le Roy and IPG Mediabrands APAC CEO Leigh Terry.
Plus academics, professor in Advertising and IMC Gayle Kerr, QUT A/Prof UTS Business School David Waller and Ehrenberg-Bass Institute MediaScience research professor Steven Bellman.
Gayle Kerr said the catalyst for the white paper was Australia's celebration of 50 Years of Advertising Education.
"We thought it would be good to know if there would be something to celebrate in another 50 years’ time," Kerr said.
“While there was a lot of research involved, just as important was the learning from each other. Brainstorming what the research really meant. How it applied to the advertising industry. And how we should align our advertising university programs to ensure the continuance of a wonderful profession."
Focusing on education, text-mining software is used to visualize the key themes of university education and show a direct connection between the strategy of the university and its evolution into units and areas of study like marketing and advertising. These require skills and integration to be effective.
Leigh Terry said recognising the crucial role of advertising education in this country over the last 50 years is important.
"Not just its role in the helping drive the wider economy, but creating and celebrating Australian culture, and finally highlighting social campaigns that don’t have a voice," Terry said.
"50 years of helping the industry create work that works and work that matters.”
Adam Ferrier said advertising has a profound impact on our culture, reflecting our dreams and aspirations.
"We shouldn't be leaving the advertising we get to chance. It's vital that we are constantly studying how it works, getting educated on how to make it better and being curious about its impact," Ferrier said.
The white paper also included insights from interviews with industry leaders and soon-to-graduate advertising students. It suggests that perhaps, we have all become “paid, owned and earned mediated communicators with an identifiable brand”.
Gai Le Roy said defining ‘what is advertising’ continues to be a fascinating almost philosophical challenge.
"But we do know that the more the market evolves the need for top quality education will remain," Le Roy said.
The white paper provides a benchmark and develops a number of predictions for the industry and advertising education.
David Waller said this is a unique document that brings together leaders in the advertising industry and academic education.
"I expect that this is not the end of the industry/education conversation on the future of advertising but just the beginning," Waller said.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.