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DIGITAL ONE OLGIERD CYGAN The advertising industry is... What place does Digital One occupy in it? It’s a sprawling ecosystem. Digital One occupies its digital environment. We help brands exist and function in cyberspace.
DIGITAL ONE
Are new technologies the future of advertising? What has changed, and what has remained the same? The main tools have changed, the solutions, the platforms. However, the search for creative strategies, or strategic inventions, remains the same. The whole struggle in advertising takes place in the field of creating the right strategy – one which will achieve its aims – and after that, it’s about devising a creative platform, thanks to which the strategy will be implemented. So the actual approach to advertising hasn’t changed, but you have to understand today’s realities, tools and technologies.
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Does advertising require art, culture? Who is attracted by adverts? Of course! Art and culture are undeniably an inspiration for advertising, and key to their understanding. It’s precisely from there, as well as more often now from the field of technology, that new ideas, new solutions come, which are then adapted to the needs of the advertising industry. Everyone is attracted by adverts, everyone alive today. That’s why it’s important to combine the latest trends and technologies with inherited cultural codes, passing on messages both from pop culture, as well as
high-tech in a clear and comprehensible way to the people they’re addressed to. Łódź seems to be an ideal place for the development of advertising companies, if only on the basis of the employee base. What’s missing? What needs to change? In terms of the employee base, we’re clearly very lucky, because there are a lot of schools of higher education in Łódź. Thanks to this, we can employ young, ambitious people, comprehensively educated within a wide range of departments and courses or post-graduate studies. Unfortunately, the advertising industry itself is largely based in Warsaw. So it can be hard finding employees with specialist experience in Łódź. In this area, the company has to compete with the capital.
Something magnetic and attractive, surprising in what the term can accommodate – the creative industries. For me, a creative Łódź is one that makes it possible to develop the potential of creative people. Creative industry? That’s a very broad term... Is that a good or a bad thing? And how should we use that fact for the benefit of your company, the city, the region. The term’s broadness is simultaneously a plus and a minus. It’s good that it covers a wide range of things, but at the level of the message, it can be problematic. What does