Dear Brad Jakeman
Thank you for shouting...
'HEY YOU! ELEPHANT IN THE ROOM --- TELL US AGAIN HOW S**T IS THIS WHOLE ADVERTISING THING IS, AND PUT SOME REAL TRUNK IN IT THIS TIME!'
At the "Masters of Marketing" conference this week, the president of PepsiCo addressed the Association of National Advertising with this message. Well, not THAT message, but he talked about how advertising agencies aren't pulling their weight. To be fair, it's a hell of a weight to pull! These TV budgets are really heavy, as are 45 people needed for the pre-pre-pre-pre-production meetings.
Yet the times they have-a-changed.
As Brad Jakeman puts it, "this is a disruption that has happened around us, and we are still talking about 30-second television ads. We fundamentally haven't changed."
After all, Mad Men and Ab Fab may as well be costume dramas.
Hang on, did we hear him mention something about inflexible global alignment models? This has long been a frustration for marketeers and agency-folk alike, but agencies should be flexing to the evolving consumer landscape and to the needs of the client, NOT the other way around. If a brand like PepsiCo is taking a long hard look at their model, then there's no excuse for agencies.
Going back to this Elephant...
By and large, 'advertising' is dead.
So let's all stop wasting time, money and effort. Let's use our creative prowess to drop-kick brands into this beautiful hemisphere where tech facilitates, targets, monitors and measures success.
Flexibile business models and collaboration. That's how we will climb out of this rut.
Thankfully Wolfpie is a new-model.
If want a more dramatic read, this is juciest and most insightful piece to date: