Monday, 22 October 2012

Talentless Advertising...

The advertising management's silence over the constantly emerging evidence

that advertising does not work speaks far too loudly.

Glaciers are melting more speedily than the ability of advertising to become

accountable. What is surprising is that a global commercial organization such

as advertising can operate like this. Advertising agencies act as if it has

no need to answer to their Clients! Advertising Management has been tested and

found wanting. What all this is showing is that the Senior Management, those at

the top of the Agencies, are not working. There is a communications and

management failure within advertising agencies.

Everyone is saying it (or, to be more accurate, whining about it). The

advertising business is in a state of upheaval. Everyone is blaming it on

technology and the rapid rate of change it is causing. Hello -- it isn't the

technology, folks. The technological change is simply making it easier to

diagnose the real challenge. The one that has been around since the dawn of our

industry but that, thankfully, we've been able to side step.

The decline of moral responsibility has damaged the advertising and marketing

industry, it is the real flaw behind the advertising crisis. There has to be a

complete change of thinking and regulation of the world's marketing industry.

Certainly Clients cannot risk again the degree of unaccountability as have be

practiced up to now. Advertising agencies need to change their behavior, they

need to re-establish relations with their Clients and gain a better

understanding of the communication using Interactive Marketing Communication,

properly executed!

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