Thursday, March 06, 2014

What would the old style Ad men make of the Internet?

Anyone who followed the Mad Men series might speculate how they would deal with the Internet; indeed would their world survive?

In his book, The New rules of Marketing & PR, David Meerman Scott says,"Prior to the web organisations had only two significant choices: Buy expensive adverting or get third-party ink from the media."  

Aficionados of the Mad Men television series set in the 60s will have gained some insight into the presumed excesses of the advertising world portrayed by the fictional character of creative director Donald Draper. A world inhabited by snappily suited ad men with a prodigious appetite for the consumption of alcohol, smoking and the pursuit of attractive women. Set in a fictional advertising agency on New York’s Madison Avenue - home to the advertising industry - the name ‘Madison Avenue’ was used as shorthand for the industry itself. Hence the play on words for the series title. The only evidence of work appeared to be scribbling doodles on restaurant napkins or lying on a couch in their extravagantly appointed offices ostensibly thinking up creative ideas and occasionally attending client meetings to ‘sell’ a concept. The expensive offices and lavish lifestyle called for clients with big budgets to bank roll advertising land.

Of course the Internet allows anyone to publish almost anything, but just as a digital camera doesn't make everyone a professional photographer, neither do suites of software tools make everyone a creative genius. As Don Draper said in one episode,"They can't do what we do and they hate us for it."

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