The Future of Advertising

This article in Fast Company by Danielle Sacks is a must read.  Now that I’m no longer working at the inter-galatic agency I can pat myself on the back.  I say that because in the 90’s I was running around saying “The traditional advertising box is becoming our coffin.”  Of course, I had no idea what it was going to be but I knew that the days of shooting a tv spot in Argentina were coming to an end. 

Rather than pontificate on what is or is not the future, here are a few quotes I took from the article.  While these may seem scary, fear not; there is still a need for bright, productive, creative people.   And if you are adaptive you will do fine.  If not you are done.

“…aware that coding is now prized over copywriting and that a resume that includes Xbox and Google is more desirable than one featuring stints at BBDO or Grey.”

“Marketing actually needs to be useful –‘ use-vertising’ instead of advertising — which means that you must think more like a product developer than an entertainer.”

“…advertising has sat virtually unchanged for the last half-century.”

“…the assembly line has been obliterated–economically, organizationally, and culturally.”

“The irony is that while there have never been more ways to reach consumers, it’s never been harder to connect with consumers.”

“Creating more work for less money is the big paradox.”

“Many CMOs are shunning ‘agencies of record’ relationships.”

“With infinite ad inventory on the Internet, you just can’t have people do media planning anymore.  It’s now being done by a piece of software.”

“…there is too much excess:  too many people, too many of the wrong kinds of people, too much bloat, too much inefficiency.  And this is an industry that has laid off more than 160,000 people in the past two years.  The carnage will be awesome.”

“Marketing in the future will be like sex.  Only the losers will pay for it.”



2 responses to this post.

  1. A great article, and yes, Jan could have written it years ago! I particularly liked the quote from Jon Bond who said that, “Marketing in the future is like sex. Only the losers will have to pay for it.”


  2. Yep. Pretty interesting piece and like it said the folks over 57 are happy to be getting out or have gotten out. Of course, the ad biz pretty much spins out anybody over 50 anyway.


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