I have been overseas for a few months, a colleague of mine kept back the trade press for me to review upon my return.
I am amazed, whilst I know that “American & England, two countries separated by a common language,” I didn’t realise just how much separation existed.
Certain elements of the British Trade Press appear to be either unaware of the cataclysm about to hit the advertising industry or reluctant to discuss it!
In American all is doom and gloom!
Newsweek carried an article “New Ways to Drive Home the Message”, which, in essence said the new technologies that give the viewers more control over how they watch TV could spell the end of the classic 30-second commercial…”
The Holy Grail of American Advertising, Advertising Age had this to say recently, “Transparency makes it clear: Advertising a thing of the past.”
USA Today said in a major review of the deficiencies of advertising, “Advertisers forced to think way outside the box. TV used to be tops.”
Meanwhile former Chief Marketing Officer, The Coca-Cola Company, Sergio Zyman has written a book “The End of Advertising as We Know It.” He contends that advertisers have lost sight of their primary goal-to sell product. Fortunes are wasted on hip, award-winning commercials that often fail to even communicate the brand!
Meanwhile back in the UK all slumbers on as if nothing is happening, and anyway that’s America and we all know what the Americans are like.
Well all these problems, and more, are already here, however who is going to have the courage to admit them and then do something about it?
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