Interview with Creative Director Seth Guge: Communications Trends


This is the last in a 3-part series of posts based on interviews with Seth Guge.

Q: What are the big communications trends you see happening right now – key trends or elements in being successful?

SG: Both mobile and social media are going to continue to grow. I think things evolve depending on the generations. What continues to happen is that younger people like something and that’s where the trend goes. In music, as much as people don’t like the new music that comes out and the young generation does, the music comes and it stays forever. It defines the generations.

I see social media as being being part of that. Social media comes in and a lot of us who are older in years don’t understand why someone would want to do things a certain way and the younger generation embraces it and likes it. Then we find that’s how the world starts to move regardless of people liking it or not.

Websites were an example when they first came out. Folks didn’t understand why you would need it, spend time doing it, and then they found out you absolutely need to have a website. I see that happening with social media now. You have to figure out how to use the various social media channels because that’s where your audience is spending time. In some way that will be a vital part of your business.

It’s also interesting to understand how sharing thoughts is affecting the generations. Not only they are embracing it, but certain generations are using it to persuade. How is it affecting the younger generation? Is it doing different things to them in terms of psychology – making them more secure or more insecure; what kind of emotions and impact does it actually make in their lives in terms of doing things differently?

It is interesting to think about the psychology behind the media we deal with, understanding how we embrace and push the technology forward, but also how the technology actually changes us.

Q: What do you see as the biggest developments happening during the next couple of years?

SG: I think it will continue to be location-based analysis and the understanding of what messaging I’m getting when and where. Google glasses gives you a device that allows you to be plugged in, see a projection in your glasses and get messaging – data on the fly instantly.

A lot of it is who I am and that database behind me that someone can access to know where I am at what time. Am I moving fast through a location, am I in a certain store? What’s near me? Is another person I know near me? Or another person with similar interests to mine? Is this someone I’d like to meet?

The next step is plugging into what my hopes, dreams and desires are and whether people around me can help support that in some way. Is it the car I’m looking for that happens to be in a dealership I’m driving by? That will be the next big step.

Q: How do you get to know a new client so you can understand their vision, purpose and needs?

SG: Often it’s like investigating or being a detective. There’s always some interesting psychology at play as well. It’s like listening to someone to talk and discerning what they think their problem really is and starting to get inside their heads in terms of, is what they’re saying what they really need?

Sometimes a client totally understands what they need to push the brand forward and they have it all figured out. Other times, they have no idea and are trying to figure it out. Or they think they know what they need to do and it’s actually not what they need.

Sometimes it’s pulling in the research and listening and from there discerning the situation and the solution.

See part one and part two of our interview with Seth.