Great brands are becoming cultural architects – and their advertising is becoming as much about the stuff you can’t see as the stuff you can, says Starcom MediaVest Group’s Simon Pont.

Native Advertising is nothing more than a returning articulation of a long-standing intention, says SMG’s Simon Pont. So is timeless brand thinking set for a welcome homecoming?

The digital evolution is seeing consumers become the beating heart of a brand campaign, says SMG’s Simon Pont. But it’s more than just placing people centre stage – it’s about giving consumers a genuine role to play.

Trainspotting and Fight Club helped define consumerism in the 90s, but the rise of digital has changed the world in huge ways since – so how do we define ourselves in today? SMG’s Simon Pont investigates.

After attending a Google product demonstration, Simon Pont reckons he’s now seen the future – and it’s full of some serious technical wonder. But will we really start wearing Google Glass? And how smart will our smartphones get?

Can advertising shrug off its outmoded garbs and ‘go native’? Author Simon Pont looks at some of the best examples and argues that the future of content is looking very bright – so long as it can give people something they want.

Published author Simon Pont recently launched his new book, ‘Digital State: How the internet is changing everything’, and exclusively shares his thoughts with Newsline on exactly why the digital state is so important to us all, and what it all means…