So if an agency monolith like Publicis can outsource production work in the new world-new media-order, what about the rest of the creative jobs in advertising?
At some point, when marketers ultimately look at the efficiencies they’ve achieved with third-world interactive servants, they may decide to that the writing and the art direction doesn’t matter so much as long as they’re mashed up quickly. The best and brightest will give way to the fastest and cheapest.
If you think your job in advertising is immune to outsourcing, consider this: Many oft-quoted ad gurus are fixated on “engaging in a dialogue” with consumers. But every company already dedicates a portion of its budget to engaging its customers in a two-way dialogue. It’s called the customer service hotline. And despite its importance to customers, I leave it to you to decide where that call center might be located, and how well it works for many companies.
I explore it more in my new column on TalentZoo.com. I think this one is the 100th column I’ve written over the past 6 years. Good lord.