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Saturday, 3 October 2009

Guess what - advertising is going back 150 years – and am I happy!

Oh frabjous day, calloo, callay!

He chortled in his joy – Lewis Carroll

I got two VERY interesting messages in the past 48 hours..

One was about a pay by results marketing system that lets clients see clearly what they’re getting for their money – rather than whether the agency won an award.

The other was from a client who sent two ads that ran in a Sunday paper but didn't work. Could we improve them?

The answer was, “In my sleep” – but more tio the point, both messages were about measurable results. All of a sudden they are getting interesting to people who didn’t give a hoot until recently.

Contrary to rumour I am not old enough to remember the 1850’s, but in those days the clients were usually the business owners, thrilled with the power of mass advertising. They didn’t think they were in the entertainment business. They wanted ads that worked.

So if the media didn’t deliver, they were in trouble - as were the men who sold space on 15% commission, no salary. The obvious answer was to create ads for clients that did work. Thus the advertising agency business was born. Then cushy times came. People forgot. But The Prudent Toad's recession combined with the chaos in the media industry is forcing a return to reality.

This all reminds me of my dictum that it takes bad times to produce good habits - and since down in our little basement we get it right about 98% of the time, a little celebration is in order.

First, though, we must prepare the exam for last year’s www.EADIM.com students. So we're in the office this weekend instead of lollygagging down the Kings Road.

"By pains men rise to greater pains" - Francis Bacon

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