advertising industry

What Will Advertising Look Like in 2020?

( Jerry Wind from Wharton asked me to answer this question. Here's what I came up with. I'd love to hear how you'd answer the question. Thanks.)

I believe that capitalism runs on the inefficiencies in any given market. These inefficiencies force evolution. They force change and innovation. Often rendering old business models irrelevant.

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The 70/20/10 Rule

I was talking to a friend yesterday about the fall of the magazine business. We both have spent a substantial part of our careers in the mag biz. Her comment was a good one, “I talk to friends every day still in the magazine business that are surprised by what’s happening.” We both agreed that now being outside the industry it’s shocking that they didn’t see it coming long ago.

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Is This the Ad Future? Customer Service Wins Titanium in Cannes

News out of Cannes last week was that Twelpforce won the Titanium. Adage had this to say about the win:

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The Ad Cannes Job

The advertising industry's annual celebration of its creativity ended last night with an Academy Awardsish soiree for best picture. 

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An Advertising Reformation?

I may be looking too hard for hopeful signs but I think we may be at the threshold of a reformation in advertising, which will mean larger changes in the communications world overall. Here are two of them and why I think they’re important (and somewhat related):

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The Blind Men and the Elephant

I'm sure you all know the story of the blind men and the elephant. If not, here's a brief description from Wikipedia:

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Debunking the Ad Contrarian

Like many of you, I enjoy reading The Ad Contrarian blog, ran by an agency CEO Bob Hoffman. In a sense, TAC is the ad industry's Perez Hilton: he draws in crowds by doodling on faces of today's idols; more often than not that's online advertising in general and social media in particular. Some of his posts are right on target, others are wildly off, but all are usually entertaining.

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Weatherproof: Stupid & Shameful

The Weatherproof Garment Company's Obama stunt is stupid and shameful, and it's an example of why nobody trusts advertising anymore. The fact that the ad industry doesn't come out against this sort of nonsense is proof that it has lost its way.

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