Forget “Mad Men”–Now Is The Golden Era For Advertising

**Great article we found on FastCompany.com.**

Oftentimes when people ask me what I do for a living and I tell them I work in advertising, they ask, “Don’t you wish you got to be an ad man in the golden era, like on Mad Men?” I usually smile and respond with “What makes you think the golden era was 40 years ago? We are living in the golden era right now–the most exciting and unpredictable time in marketing history.” We are witnessing a complete social transformation. The entire industry has been flipped on its head.

So what’s changed? In the ’60s, agencies controlled a brand’s message and how it was broadcast to an extremely broad target audience on a small number of platforms. Today, consumers are in control; scattered across a variety of social networks, niche online communities are very selective about what they want to consume and the mediums through which they want to consume it. It is a common industry consensus that bombarding or spamming consumers with intrusive advertising and brand messages simply no longer works, not to mention it’s incredibly expensive. So why do so many brands and agencies keep making the same mistakes?

Well, it’s mostly an organizational problem. In the post-digital age, everyone’s roles are blurred and traditional agency conventions are being challenged to keep pace with ever-changing client demands. We can no longer continue to apply old methodologies to an evolving new-media landscape. We need to get acclimated with operating in a state of chaos. The old-school bureaucracy of the suit briefing the planner, the planner briefing creative, and the creative team going away and cooking up some ideas is dead. “Agency of record” relationships are becoming increasingly rare and clients are opting to work with a variety of specialists in the areas of digital, social, mobile, and PR. As a result, agencies have had to change the way they do business, rethink the services that they offer, hire different types of people, and modify how internal teams are structured.

Those that are truly devoted to forging ahead have accepted that to compete, it is no longer adequate to just have the best creative talent; rather, you need to have the best multi-disciplinary teams. At Tribal DDB, every member of our team is creative and we believe a good idea can come from anywhere. Everyone’s a little bit of a strategist, account manager, new businessperson–yet each of us has our own specialized role based on an area of expertise. We work together, not in silos. This has positioned us well to embrace an unpredictable, albeit exciting future.

**To read the rest of the article from the original source, click here.**

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