The fu­ture, ac­cord­ing to its creators

Campaign Middle East - - PARTNER CONTENT -

Dou­glas Adams, the au­thor of

wrote: “I’ve come up with a set of rules that de­scribe our re­ac­tions to tech­nolo­gies:

“1. Any­thing that is in the world when you’re born is nor­mal and or­di­nary and is just a nat­u­ral part of the way the world works.

“2. Any­thing that’s in­vented be­tween when you’re 15 and 35 is new and ex­cit­ing and rev­o­lu­tion­ary and you can prob­a­bly get a ca­reer in it.

“3. Any­thing in­vented af­ter you’re 35 is against the nat­u­ral or­der of things.”

I’ve been think­ing about this while I was putting to­gether this is­sue of

For the first time, we have added dig­i­tal agen­cies to our an­nual round- up of Faces to Watch, which takes up much of this is­sue of the mag­a­zine. (We’ve also added PR, which will be in the next is­sue, along with me­dia.)

The ris­ing dig­i­tal stars are grouped in with those from creative agen­cies, al­though ‘dig­i­tal’ is at home any­where within the in­dus­try.

For those Faces listed here – and for the other nom­i­na­tions that I ag­o­nis­ingly had to cut ( this was not a pleas­ant task; I ask you to please for­give us if you didn’t make the fi­nal list) – the iPhone was in­vented in Dou­glas Adams’s phase 2 – even phase 1 for some of them. So were Face­book and Twit­ter and self­ies.

And for at least the next five years, they will be watch­ing ex­cit­ing and rev­o­lu­tion­ary new tech­nolo­gies ap­pear and will be able to make a ca­reer out of them.

Those of us who find our­selves on the wrong side of phase 3 will be forced to stare on aghast and un­com­pre­hend­ing, with a look of com­bined fear, con­fu­sion and gloom.

Or, worse, we will try to get down with the kids by be­com­ing ad­vo­cates for new tech­nol­ogy that we know lit­tle about.

So it is re­as­sur­ing to find that these TOVEs ( threats to our very ex­is­tence) are very ra­tio­nal and re­al­is­tic about tech­nol­ogy.

Sure, they can see the rise of AI and other emer­gent tech­nolo­gies. And yes, they will forge their ca­reers us­ing these in­ven­tions in ways that we old guard can’t even imag­ine.

But read through their thoughts and you will find that they still see sto­ry­telling, big ideas, in­sight and co­op­er­a­tion as the cor­ner­stones of the com­mu­ni­ca­tions in­dus­try, dig­i­tal or oth­er­wise.

Those things have been around for­ever, and they are in safe hands as this wealth of young tal­ent swells in its ranks and pushes our in­dus­try on­wards and up­wards.

Newspapers in English

Newspapers from UAE

© PressReader. All rights reserved.