Evolution Doesn’t Favor the Weak Or the Intransigent

Ad industry bloat–as represented by $499.1 billion in global ad spending for 2008–is over and the industry is changed forever. At least that’s the word from Sir Martin.
According to The Wall Street Journal:

The advertising industry “can return to what it was, but it’s not going to be the same,” WPP Chief Executive Martin Sorrell said in an interview following the company’s first-half results. “It’s not going to be in 30-second TV ads; it’s not going to be in newspaper or magazine ads; it’s going to be in Russia, India, China, Vietnam … and digital.”
That contrasts with some upbeat comments from ad-industry executives, who have signaled they think the worst may be over. Maurice Levy, chief executive of Paris-based Publicis Groupe SA, earlier this month said organic-revenue declines hit a bottom in June. Meanwhile, New York-based Omnicom Group Inc.’s Chief Executive John Wren last month said that while he didn’t yet see a recovery, the industry had reached a trough.

So what’s it going to be? Is it time to move to Russia? Or go to work for a digital shop?
There is an alternative. Stick with what you know–TV and print–and be satisfied with less.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.