Magazine article Marketing

Why Advertising Is Now a Word to Avoid at All Cost

Magazine article Marketing

Why Advertising Is Now a Word to Avoid at All Cost

Article excerpt

Strange things are happening in the advertising industry. No one wants to be part of it anymore. In fact, some people even think the conventional advertising agency has been dead for several years already without anybody noticing. Trends, of course, have a way of sneaking up on people without them realising they have been bypassed by the tides of history.

Last week, the change was impossible to ignore as Saatchi & Saatchi, creators of such far-sighted advertising as 'Labour Isn't Working' and 'British Airways The World's Favourite Airline with painters of aircraft tail sections', has dropped the word 'advertising' from its title. It was the equivalent of the death notice of the advertising agency being printed in the Official Gazette. I suppose there is some sense in declaring that in the modern world of communications packages and relationship marketing, mere advertising can seem a bit tame. A cynic might observe, however, that given that Maurice and Charles are no longer there, it might have been more rational to drop Saatchi & Saatchi from the brass plate and keep the advertising.

Not surprisingly, it's all to do with money. Kevin Roberts of Saatchi & Saatchi would like to take over the role of marketing consultant, then he will be able to charge grownup sums of money like other consultants and not struggle by on percentage of ad budgets or minor league fixed fees. The ever optimistic Mr Roberts would also like a slice of the brand values he is about to create for the next 30 years in the form of performance-related pay. …

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