An interesting question, to be sure. AdLand is still trying to figure itself out, and major things within the industry are happening. Huge mergers, creatives jumping from shop to shop, brand to brand, etc., and technology continues to move with everyone barely keeping up.
And then we have the consumer who doesn't know what they want, and the brand executive who mistrusts its agency partners while demanding data they don't know how to use.
David Droga's piece in Esquire made a Business Insider writer dive further into Droga's opinion that advertisers today are lazy. Droga's point was that if today's marketers and advertisers put forth a little more effort to create engaging stories, we wouldn't have everyone complaining about how lame today's advertising is.
To a point, we agree with Mr. Droga.
It is true that the formula for a winning ad and ad campaign has never changed — tell a compelling story. Capture your audience's attention. And at the end, give them an action. It is also true that much of the advertising out today doesn't follow that formula.
But should we chalk all of it up to a factor of laziness? We're not too sure.
Of course, we are not in control of a major agency, nor do we service big brands like Motorola, but we do read a lot. And perhaps the disconnect of the brand/client relationship, the lack of agency talent serving small brands, and the lack of research to see what consumers actually want instead of giving them what they think they want, could be bigger factors to an advertiser's laziness.
Who knows? With all those problems, it could be apathy. With budgets too small, timelines too tight, and brands wanting more information with fewer resources given, we could easily see how advertisers could duck their heads down and do what they are told for the paycheck.
The problem is systemic.
What can we do? It's hard to say. Based on further consolidation in the agency world, differing opinions from the top are going to decrease. The landscape is getting more bland. Brands are creating "in-house" agencies in the hopes that it will control their costs and eliminate outside shops.
It looks dim, but the light isn't out yet. We all just have to figure out how to keep it shining.
Image Credits: from Seasoned Lazy Man
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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