The future of communication according to AMIN

Future of communication

© Maya Freymond

Empathic and human-centered marketing communications expertise to help make sense of and creatively use data.

During the last AMIN (Advertising and Marketing Independent Network) EMEA meeting  early November in Budapest, some 40 attendees from 18 marketing communications agencies had the priviledge to hear a keynote from « Medical Futurist » Bertalan Mesko. Mesko took us onto an amazing journey of science-fiction, healthcare related technologies.


Using the metaphor of life on Mars, Mesko described what is missing in today’s healthcare systems and what kind of a system needs to be built. Today, much like the environment one finds on Mars, healthcare systems can be summarized as being hostile, with limited resources, showing a lack of empathy and demonstrating strong resistance to change. What we need is a healthcare system that would be able to keep a lonely astronaut alive on Mars.


What are the key success factors for that? In short, Mesko summarizes the must-haves of tomorrow’s healthcare system using five key words. It needs to be accessible, personalized, augmented, preventive and humanistic. In such a system, technologies are central, they are becoming available (drones, 3D printing, preventive DNA analysis, data…) and they can allow what is absolutely essential: a completely human centered system.


But what is there to take away for advertisers and marketers from this fascinating prospective of the future of healthcare?

Divided in 8 different groups, AMIN agencies’ representatives discussed the similarities between Mesko’s medical future and the future of marketing communications. 


They came to the following conclusions. First of all the main value of agencies is in the human relation: in the age of data, robots, IOT and Artificial Intelligence, many things agencies traditionally did can be done by machines. However a human-centered client-agency relation, based on empathy and trust is simply vital.

Secondly, agencies must provide their clients guidance on how to make sense of the endless flow of data – in other words, because of their combined strategic and creative expertise, agencies can be great at helping clients identify what matters and meaningfully use data in marketing communications. Because the speed of doing things is getting faster and faster, agencies need to be ready to constantly change. For instance, campaigns can be A/B tested as we run them, and we can easily react to data and do meaningful changes as we go.

Just like every other field of activity, agencies’ role is being revolutionized. And here is what our new value proposition could be: “Empathic and human-centered marketing communications expertise to help make sense of and creatively use data”.

Serge Rentsch