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.