13 reflections on 13 years
And suddenly, it’s been 156 months and a few days.
So, here are 13 observations on having an Ad business for 13 years.
1. It’s not going to be like it was
I wish it were. But what we used to do and what we do now is changing faster than ever before. AI could be the reason why there’ll be no more Madmen. But, maybe like Series Seven, it’s time for a change.
2. It’s a people business
It’s who you work with that makes it. From those in the agency, to the clients you work collaboratively with, to the people behind cameras. The good ones make the hard parts easier. And the work better.
3. It’s not just ads
Starting out doing print and TV. Now it’s video and social. In 13 years, some mediums have been lost and new ones invented. But the job hasn’t changed: move someone.
4. Stay optimistic
Signing a new lease a week before COVID shut everything down wasn’t ideal. But agency people always find a way through.
5. “Marketing is dead”
Is a headline I’m reading all too often. Copywriting is dead. Film is dead. It can all be in done in 3 seconds for free. Trust me, it can’t. I’ve been on the AI train from day one. It’s getting better. But slowly.
6. Creativity isn’t dead
It’s just been quiet. Judging a lot of award shows and looking at what’s out there, the art of persuasion had been lost. Fortunately, it seems to be coming back. And that’s a good thing.
7. The data backs it
“The Effectiveness Code” by James Hurman and Peter Field proves it. The best creative work delivers the best business results.
8. Real creativity is still human generated
I wrote this a while ago. I don’t know why I love this ad so much, but it stopped me in my tracks. And I tried hard to recreate with AI. Not even close.
9. We live in an attention economy
Where getting noticed and remembered is all. It used to be grabbed by a headline in 3 seconds, now it’s scroll-stopping creativity.
10. Where we’re more connected, yet it’s harder to connect
More platforms than ever. More content. More notifications. Yet, connecting now seems harder than before. Is it fragmentation? Irrelevance? Just too much information?
11. We now absorb a lot of information
Today, the average person spends over 6.5 hours online daily, with about 2.5 hours dedicated to social media alone. To put that in perspective, estimates suggest that in a single day, people now process more information than someone in the 15th century might have in their entire lifetime.
12. Celebrate the wins
No matter how little. Or infrequent. Take a moment to celebrate with those you worked with. Work that made a difference. Work that connected.
13. Finally, be courteous
Goodwill goes a long way. Show up. Help out. Go the extra mile. People remember that. And will return the favour.
Finally, thank you for taking a minute (or three). Thank you to those that continue to support us, every day. And to those who’ve been on the journey for the last 4,751 days.