Sorry, I’m not Don Draper from Mad Men. But I’m an ad guy. I teach advertising in the grad school at USC and, yes, I am a twitterholic, @hankwasiak.
My career in advertising started in the Mad Men era and I am fortunate to still be doing what I love at The Concept Farm, a very cool creative company located on .85 acres in the heart of Chelsea in New York City. I’ve gone from a Mad Man to a Happy Farmer and along the way have lived through just about every shift and change in the advertising business over the past five decades.
And, coincidentally I’m right in the middle of putting together a syllabus for my class, picking a text book, and selecting case studies. It became obvious pretty quickly that the way business schools teach advertising has not yet caught up with actuality and, in many ways, is a metaphor for the mindset of Madison Avenue today. All of this has mashed up in to a point of view and perspective on where social media is taking the advertising business.
The Times They Are a Changing — Fast
Unlike the conventional doom and gloom wisdom about the death of advertising as we know it, I can honestly say that my enthusiasm for the future of advertising has never been higher. This enthusiasm and optimism is fueled by social media. Social media is the game changer, the killer app that is reshaping Madison Avenue at its very core in three major ways:
- The fundamentals of the marketing mix
- The nature of how advertising is supposed to work
- The measurement metrics of success
This is big time change. It’s powerful, exciting stuff. It’s all happening at once and it's happening fast. Now is the time for Madison Avenue to re-invent itself by focusing on the endless upside possibilities opened up by social media. And, to do this, today’s Mad Men must change the way they see social media because the term social media has becomes a self-limiting frame of reference. To put what’s next into perspective, it’s helpful to look back.
Back To The Future? No Way
My first job in advertising was in 1965 at an ad agency called Benton & Bowles as one of those account men you see at Sterling Cooper on Mad Men. I often get asked if the show is an accurate reflection of what it was really like. In most respects it is. Sterling Cooper is eerily similar to Benton & Bowles. The client situations, office dynamics, and, of course, the drinking, sex, and smoking are all spot on. Except when I arrived, most of us were smoking something a lot more stimulating than Lucky Strikes.
Article comments
1 - Paula Rhea
Liked your comprehensive insights, Hank. Agree that strategy and measurement of social media are critical, and that any possible college content not focus on the tactical mechanics of "using" the social media tools. One idea is to also bubble up Social Media via Executive Education and MBA programs to ensure that seasoned professionals embrace it as much as new students do. Good job on your article.
2 - Hank Wasiak
Thanks for the comments. Interesting that you should mention that it is important for seasoned professionals to embrace social media and all its wonderful potential. All too often it is seen as a disruptor of the status quo and tried and true. Sometimes this is my greatest challenge in getting people to hear my message and let their creative juices flow. Thanks again. Looking forward to my USC class in January. Keep in touch.
Hank
3 - Tom Prendergast
Interesting concept, Hank. all that is needed is bright, intuitive, energetic, and courages people to implement that sort of logic. I just don't get where one finds that in the ad business today. They may work longer but not smarter. The industry has taken a hit because it does not have the reputation for creativity and aggressiveness that it had in the "Mad Men" days. They are no longer recruiting the best and the brightest.
4 - Hank Wasiak
Thanks Tom. Agree that the resolve to stand up for creative work and taking risks is not the same as in the '60's & '70's but there still are a lot of bright creative people do some excellent work. Look forward to talking to you more about this. Thanks again.