Now this is an excellent article on the status quo that the advertising industry is in today. The old school agencies are struggling to get their proposition right. And all kind of new ventures are out their to make that exercise even harder. This article by someone called Mr. Frog (a search professional) hits the nail. Although I do not agree on the issue that creativity and a big idea is hard to find online. The spectrum is wider than search and bannering, Mr. Frog!
There is a long-standing, creative tradition on Madison Avenue whose roots run deep. These are agencies that have thrived on the big idea. They brought us the famous “1984†ad for Apple and the Aflac duck.
Although there is room for creativity in search and other online advertising, it’s pretty much standing room only. There are no big ideas, there is no Aflac duck or “1984†ad among the 100 characters in your text ad on Google, Yahoo, or MSN. The creativity in search and online advertising is limited, and based on results, not ideas.
This clash of cultures will inevitably drive a fissure between the creative teams and the search teams on the new, “online-friendly†Madison Avenue. Indeed, this conflict is highlighted in a recent article by MediaPost, which quotes several insiders from large agencies decrying the disdain with which the creative side views search. In a perfect world, the creative tradition on Madison Avenue would give way and form a new tradition driven by a synergistic view between creativity and statistical analysis.
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