The advertising industry has long said that it’s going to be innovating. While there’s a lot of options out there, but many of the tools for advertising are misused and others aren’t made to serve the client.
There’s a lot of the same ol’, same ol’ still being offered as fresh thinking, writes Bart Cleveland. Perhaps because we are too afraid of losing what we have left to risk it all for something better. Regardless of whether it’s from a lack of belief — or apathy or laziness — we are squandering a great opportunity to lead. If we believe we are the agents of change, we must change ourselves as well. Like Gen. George Patton, we need to attack without worrying about our flanks. We’re moving forward too fast for the enemy to catch us. By the time they realize what we’re up to, we’re kicking them in the backside.
Integration is talked about a lot for the industry, but the key is to create a brand story. Those that do so consistently while innovating will lead the ad industry.
A little over-the-horizon looking should come as second nature to an industry that prides itself on having the pulse of ‘what’s next.’ Instead, we seem to cling to ‘remember when.’ Take a look at what you’re offering your clients, notes Cleveland. Is it advertising For your sake, I hope not.
Source: AdAge
