I started reading a book that every person that either owns a business or works in the creative world should read called Confessions of an Advertising Man – David Ogilvy.
Ogilvy is thought by some to be one of the fathers of modern advertising. As I read this book, there are many things that seem to stand out to me that are now a norm in the Ad world. I could cite a whole laundry list of quotes that I think are important but I will spare you.
This week I was reading a article in the May edition of Fast Company on a company called Means and Mekanism which is a hybrid company of an ad agency, production house, and multi-media content. Of course they claim in the article that there is no one else like them (which is up for debate), but one thing that is very intriguing (and I’m sure raises a good bit of eye brows) is that Means and Mekanism claims that through their methods they can make a video/ campaign “go viral”.
Now claiming that you can make a campaign “go viral” is to be much like saying I have the formula to make…
Well I’m not here to say that someone has or has not figured out that formula. What is interesting is how the ad world of Mr. Ogilvy seems to be changing and has been changing for quite sometime. It will be fun to look back in 50 years to see the progression of how advertising is changed. I think we will see the progression of advertising becoming more and more personalized.
Another intriguing aspect of today’s modern advertising is how we see that 18-25 year olds watch much less TV than the 30 and above crowd. Not only do they watch less television, they are more attracted to new businesses that may not offer huge salaries but in turn offer new incentives like swing hours, eat free if you work at (of course) Google, and many other incentives that are too numerous to list here. This generation is always looking for online information that is increasingly more personalized.
Personalized information leads to personalized demographic information, which leads to personalized ads and therefore leads to better ROI advertising (or at least that is the goal as it is not an exact science…).
All of this is to say that as information becomes more personalized, we will see the creative industry constantly evolving into a new industry that has the data that is coupled with more potent creative.
I will leave you with Mr. Ogily’s quote that sums it up better than I: “I do not regard advertising as entertainment or an art form, but as a medium of information.”
…but I will add that if your business does have data and doesn’t have good creative it’s kind’ve like having a locked door without the key (and yes I know Mr. Ogilvy would not like the word “creative”).