“Put on your seatbelts, you’re going at an accelerated pace,” Paul Lavoie, chairman of multi-award-winning advertising agency TAXI, told attendants at the Digital Place-based Advertising Association Digital Media Summit in New York yesterday.
After demonstrating what he described as digital place-based advertising creative that’s either “cool stuff” or “boring crap”, Lavoie moved the audience from laughter to a rather stunned silence when he asked, “Okay, you have momentum, so where is DPAA’s future? Where are you going from here? In the not too distant future, our personal space will be totally redefined. What leadership role will the DPAA play?”
Lavoie offered up some ‘building blocks’ for the networks to move forward to engage agencies and ultimately their clients’ customers.
“Be more inclusive. Collaborate. Point to the future. Like a car manufacturer builds futuristic prototypes, define what the future will be and show us how far you can go.
“And showcase the ‘best of.’ The more you showcase, the more involved people will want to be. Think bigger about what the personal space can be and this will challenge agencies.”
**From left to right; François de Gaspe Beaubien, Chairman of Zoom and host of the DPAA Digital Media Summit; Paul Lavoie, Chairman of TAXI; Brian Dusho, President of Broadsign; Dirk Huelsermann, President of OVAB Europe