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The Importance of Advocacy
By: Dwayne W. Waite Jr.
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As communicators, we all know that it is important to believe in the message that we craft and deliver. Indeed, research shows that we are more effective in our duties when we work with a theme that we stand behind.

We are consistently troubled with the amount of people who work in advertising who trash it, or don't believe in the work that they are doing. Also, the membership levels for those groups that want to be our voices are so low that the groups are not representative of our industry. Yes, we kid the ANA, the AMA, and the 4A's, but what those groups are trying to do is actually well intended and needed.

We need strong advocates. We need more people willing to say that advertising is awesome, and here's why. We need colleagues to support better advertising — more creative and targeted instead of sex-filled and generic. We need to make a stand for relevant market research, showcasing the impact good research can have on not only creating great ad campaigns, but saving money down the road.

Once we show industry outsiders that there is a united front for marketing and advertising, and that our industry isn't "dead" by any means, we can start having intentional dialogue about how advertising and society will grow together.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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