With this season’s Mad Men premiere, it’s hard to ignore the spotlight AMC’s hit television show has cast on the advertising industry. The “golden age of advertising” was before cigarettes were considered an unhealthy death threat, when office bars were fully stocked with the hard stuff and gender stereotypes were in full swing. Of course, the industry has made leaps and bounds since the Mad Men era. Consumers are better informed and more engaged than in the days when the Internet, social media and digital communications were beyond imagination.
Agencies have realized it is no longer enough to tell consumers what they should buy or how they should feel. Consumers are more skeptical of the content they see and hear, forcing advertisers and marketers to innovate in order to resonate. Brands are now taking note of their consumer’s emotional ties, and reacting in a way to further entice them. As in traditional advertising, Direct Response advertisers take products, which are geared toward every day needs and wants, and generate creative messages that will strike a chord with target consumers. DR realizes that their brands must create a connection, and if such a connection is made, buzz among consumers and purchases will inevitably follow.
Mad Men may be the Camelot of advertising in TV viewers’ minds, but evolving technology options and opportunities are giving the Golden Era of advertising a run for its money. Yet while much has changed in the world of advertising, some things will always stay the same. Don Draper would raise a glass to celebrate a few of these pillars:
- Advertising will always boil down to great storytelling.
- Every agency needs a team of passionate and creative team members to bring ideas to life.
- A great campaign will stand the test of time.