Is advertising history?
By Pete Martin
Frankly, yes. But not in the way industry insiders think.
The communications challenges that brands and organisations face are greater than ever. There’s more noise in the market. More competition for the spending and attention of the consumer. More ways of reaching people. And even greater resistance from the audience. More cynicism. More demands. Less trust.
And yet, if you look at the real history of ‘advertising’ in its widest sense, plus ca change, plus c’est la meme chose. Literally, for the marketing challenge, it’s more of the same.
So, why not take the long-term view? Take a few minutes to view our interactive history of advertising. As well as giving your fevered marketing mind a breather (and that’s a good thing), you’ll benefit from the perspective. After all, when you recall that writing itself was once considered so new and remarkable, you may begin to remember that ‘new media’ itself is not the issue. Developing trust - built on frequency and relevance of communication with your audience - that will always be the issue.
About the author
Pete Martin. Award-winning 'adman', writer and film director. Founding director of SMARTS, and former Executive Creative Director of The Gate Worldwide in New York.