Advertising Of The Ad Agency Model

912 WordsApr 20, 20164 Pages
I recently asked my good friend Google, “is advertising dead?” Google responded with over 100 million articles, blogs and PhD thesis on the subject. As I perused several of the links, I couldn’t find consensus between publishers and agency insiders claiming the industry is stronger than ever, and other marketing minds bemoaning the fact that advertising’s glory days are long gone and the whole industry is dying a slow and painful death. The overall health of the ad business is a hotly debated topic in trade journals and industry conferences. I confess I believe that the ad agency model is archaic and in desperate need of an overhaul, but the actual act of advertising is here to stay. Brands will always need ways to communicate compelling messages to their target audiences, and consumers will always accept a certain amount of ad interruption if it means they can get free, or lower cost, access to the content they really want to consume. And, believe it or not, consumers sometimes even enjoy advertisements. I personally know people who requested Ikea’s catalog, opted in for Victoria Secret’s emails, watched the Super Bowl solely because of the commercials, and I even admit to once voluntarily clicking on a Facebook ad. BUT, all is not well in ad-land, and that’s because a radical recalibration is happening amongst brand leaders who are starting to ask a different question, which is, “how little advertising can my brand get away with?” Perhaps a bit scary for those who make
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