You know that old “Advertising is dead” meme? It’s baaaaaack.
Paul McEnany of Hee Haw Marketing typed up the following:
So maybe it’s time we just stop calling what we do advertising. What it is now is much too personal to be so shorted with that brand of commercial artistry. When before we were segmented and massified at the same time, today we are increasingly individualized, personalized, and magnified. 10 years ago I wasn’t much more than a 25-34 year-old male with a paycheck, but today, I stand before you proudly as me and only me.
The thought here is advertising doesn’t speak to an individual, and that’s what the entire business is about today. My counter is the best ads do indeed speak to an individual. They always have, from David Ogilvy’s Hathaway shirt man on down. However, I’m not opposed to redefining terms. A few months ago I thought ad agencies should stop calling themselves ad agencies and use the term “Media Lab” instead.