The brief is to write a reflective piece entitled Advertising in the Post Digital Era. Essentially, this is a piece on the future of advertising, but the future is framed for this piece a ‘post-digital’ future in which the off-and online worlds are intimately connected**.
The style is that of an ad agency ‘thinkpiece’. The job of an agency thinkpiece is to represent the agency as a source of expertise, by writing a piece that is academic and reflective in tone rather than being focused entirely on practice. It is not a sales pitch and nor is it directed at a specific client but, rather, it is an informed and neutral examination of current and/or future issues that affect the advertising industry. The one difference between this and an actual agency thinkpiece is that your work should be fully referenced in the academic style. Harvard-style references should be to academic research publications but references to relevant book and trade press articles can also be used.
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