Disintermediation and Frenemy Dropped From The Advertising Lexicon In 2012 Says VivaKi CEO Klues

2012 Predictions The 2012 version of the AdExchanger.com “predictions” piece comes with a twist as a selection of industry execs offer their thoughts on the following question:

“What’s going to happen next year in advertising that hasn’t happened before? And why?”

Jack Klues, CEO of VivaKi, offers his views.

In 2012, the words Disintermediation and Frenemy will be officially dropped from the advertising industry’s glossary of terms. Instead, the year will be defined by new mash-ups, and once-former competitors will learn the benefit of becoming cozy bedfellows.

The concept of “proprietary technology” will be outed as subpar while advertising organizations stop trying to compete with technology behemoths like Google, and start to embrace the open source mentality that makes products like Audience on Demand so superior (no apologies, it’s true).

Those of us who populate the industry will rid ourselves of the arrogance that any one of us can possibly be everything to every client, and we will join hands with like-minded visionaries who are racing as fast as we are to get to the future. This will encourage creative operating models, new mindsets and fluidity of talent and revenue share across agency partners, and it will inspire bigger ideas delivered more simply and efficiently over paid, owned and earned connections.

Why will this happen in 2012? Two words: happier clients.

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