Sunday, 3 March 2013

Do you think that The dangers facing advertising and marketing are many and complex?


however we have to stop and stand back and re-examine the whole process of commercial

communication for the practitioners have lost sight of what we are supposed to

do. It is true that Marketing inertia is causing so many problems, together with

the fact that they will not face up to the unpalatable truth that the whole

process is just not working these days. The situation is so bad that any attempt

to mount an argument for reform gets buried in the old narrative of "advertising


Well the fact is that the era of getting rid of big advertising agencies and cutting wasteful

expenditure is upon us. After all we've had years of ever increasing marketing budgets and

throwing huge amounts of money at media has resulted in clutter and unaccountability.

Advertising in its current form must come to an end, not just because the money has run out,

but it is also shown to have failed! Although it must be said that Advertising and Marketing

are not the only scenes of gross wastage and mismanagement.

One can liken the current Advertising scene to an unstable Ponzi scheme.

Advertising and Marketing departments promised higher benefits than were

justified by the money being allocated to pay for them as in the swindle known

as a Ponzi scheme. The fact that advertising doesn't work makes all this

expenditure unsustainable right now!

There is an urgent need, like "Right Now" to overcome the hostility to big

business generally, the normal cosy relationships must not be allowed to resume.

The flawed policy-making in Marketing departments, without a doubt the Saatchi

brothers are responsible for the over rated benefits on spending (wasting?) huge

amounts of money on advertising! They were the most incompetent advertising

people in the history of advertising! The Saatchi Brothers encouraged the

slavish adherence to rational expectations stemming from the Creative Process,

and yet all knew that slavish belief in Creativity alone is fatal!

Where should we go from here? A huge and daunting question. Advertising

Agencies must learn the theory of "communication" they must also try, in all

honesty, to become totally accountable, it can be done.

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