We are, if you have read our posts before, quite the fans of history. Yes, we wholeheartedly believe the adage that if you fail to understand history, then you are doomed to repeat it. Also, as we have learned, if you do not study the mistakes and triumphs of those that come before you, you waste useful time making the same blundering mistakes you could have avoided if you simply took the time to research what was done before.
We (and apparently many of our colleagues) still continue to adopt that knowledge.
If we truly believe the words and wisdom of Ogilvy, we would see that it doesn't matter if we say a message in five words or 100, as long as we attract the market to which the word volume is sufficient. If we studied Bernbach, we would be aware that advertising with only research and no creativity or gut-feeling is useless. If we studied Claude Hopkins or Leo Burnett, we would realize that marketing is no place for artists, but for people who are assisting salespeople to make a better sales pitch. And finally, if we believe the likes of Rosser Reeves, we would give in to the idea that a good product has unique selling points that should drive the marketing conversation.
But where can we find all this information? Where is an archive trying to educate the public?
Turns out, there's HAT, the History of Advertising Trust, an organization based in the UK that has a goal to preserve and follow where advertising in the UK has come from, and where it is going.
HAT, along with several other museums in the England area, are partnering up in a collaborative project called "Saving the '70s," where these museums gather collectibles from people who did work or were inspired by the work done in the '70s. HAT's part is collecting advertising work and slogans from those professionals who used to work in advertising during that time.
Just towards the end of the (first) Golden Age of Advertising...how exciting!
How fun. Hopefully HAT provides a good enough education piece that displays to the UK universe that advertising can indeed take a rightful place in the history of our social fabric.
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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