diagram from www.adliterate.com
Danny Nathan, a Texas Creative Ex in NYC, has posed this open-ended question of his fellow ad bloggers over at Beyond Madison Avenue.
"The problem advertising agencies have got at the moment is…"
"...that people who are in the industry care too much about advertising and people who aren't in the industry care too little."-David Wen
update: Check out this Adweek Survey of perceptions of advertising.
Posts
6 comments:
Interesting point David, thanks for responding!
... That people think that they are creating art, nobody is looking to innovate, only to "be clever", and that consumers think we're all a bunch of pricks.
Don't forget that as we continue to try and "engage" consumers, they're off finding something that relates to them personally, and trust me, it's not advertising.
I think that a lot of our problems are that ad agencies often try to do work to impress peers within the industry and not our consumer itself. It's simply incredible that now we have to separate good ads that are suited for festivals, versus "good" ads suitable for air.
Indeed, "no" should never be an answer.
Interesting thought. I can't help but wonder, though, if the problem may be that we as advertisers concern ourselves more with the pencil than the pudding. We are in the business of making our clients wares appealing to the audience who would most make use of them (the target audience). the major part of that job is to know your target and their interests and talk to them in a way and in a place that will make them interested.
If we, as advertisers, haven't engaged our audience, it isn't because THEY aren't interested in us. They may be but just don't know it. It is because we aren't interested in them enough to find out what will engage them.
The onus is entirely on us.
Under the heading "Once There Was Advertising."
My grandfather had a farm. My dad had a garden. I have a can opener. And that's the problem with advertising. Too many execs and creatives with can openers. My grandfather and dad knew how to create ads. My dad even told David Ogilvy, "If you want to sit up here with the big boys, you need to learn how to smoke," convincing David Ogilvy to try television advertising for the very first time. We should trade links. I'll add you to my blogroll if you do the same! Tahnks!
"The level of advertising has fallen to the level of the people who watch it which is why we click through it."
Post a Comment