Marketing is not a nostalgic business. With the constant emergence of new technologies, advertisers need to keep bang up to date to avoid being left behind. Just think back a year. At the beginning of 2009, Twitter was still a relatively niche social network, Spotify wasn’t yet available to the general public and search engine Bing didn’t even exist. One year on and all these technologies may be fundamental to creating a successful advertising campaign.

So what’s next? What will the ‘big thing’ of 2010 be? Well, I’m not going to try and predict that, but I will tell you what will make the next ‘big thing’ happen – and that’s the Ubiquitous Network. In fact, I’m confident it’ll change the future of advertising and marketing forever…

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Ever had a cheese, jam and Nice ‘n’ Spicy Nik Naks sandwich? Sounds disgusting? How do you know if you’ve not tasted it? I mean you like cheese don’t you? You like jam don’t you? And everyone loves Nice ‘n’ Spicy Nik Naks… so what’s the problem! Are you not curious as to what it might taste like?

Being curious about everything is essential if you want to be anything better than just a good Creative. Back when I was 17 I loved cheese, jam and Nice ‘n’ Spicy Nik Naks sandwiches… I also read an Encyclopedia from cover to cover and in my early twenties I happily listened as my best friend (who’s an incredibly bright bloke) explained Cosmology to me… all because one day I knew this stuff would be useful.

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Back in the 80s the tobacco company Phillip Morris famously paid $25,000 to have Superman thrown into a Marlboro branded truck in the movie Superman II. At the time, having a cigarette advertisement in what was largely a kids’ movie was not deemed to be one of the wisest decisions made by the film’s Producers. To change the branding, even with today’s technology, would cost a large amount. But what if there was a piece of software that allowed you to place a new piece of branding or advertising message onto the vehicle quickly and easily! A piece of technology that was so easy to use that anyone could now place an advert or marketing message in any piece of digital video in a matter of minutes!

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