The Evolution of the Advertising Agency
Advertisements have been around in one form or another over 100 years now. Word of mouth, print, radio, TV and online, the evolution continues.
It seems as a society we’re reaching full ad capacity. We can’t go anywhere without being bombarded with TV and Radio commercials, and the never-ending social media advertising that are way louder than the video you’re trying to watch.
The more you see, the less you care. We click out of ads and glaze past them because it’s become normal to ignore what’s screaming at you from every corner.
We now even pay for the privilege of not seeing ads. Adblockers exist because we expect to see ads in every area of our lives, and we don’t want them or at least we want to have the choice to be selective and well I guess find the ones we feel are good for us.
Overall it is about giving the audience something that can relate to them and hit our true likes and when you are able to create messages that speak to you the right way, not by pushing product but by giving the opportunity to show up with culture and give them an experience; an experience that allows the audience to see each brands as part of their entertainment.
An iconic example of adapting to the times is Coca-Cola. Throughout the years they’ve become such a recognizable brand through their advertisements, but they haven’t stagnated. They’ve even led recognizable trends (like their classic Christmas ads). Coca-Cola puts the effort into seeing what their audience wants- and it pays, getting out of the traditional advertising headspace, an industry they help built from the ground up.
So how do you advertise in a world where we’re constantly being sold to?
Start thinking of ads as a part of the show, not the intermission. Partner with platforms, shows, content creators. Shapeshift to weave ideas into the fabric of culture. Because brands are only as influential as the stories they tell. We live in an age where we can find everything we need in three seconds or less on the internet. So advertising needs to show us a different side where we see the value in it, not just be bombarded with a 5 second video that we try to exit as soon as it starts.
The strongest ads are part of the experience- they don’t rip you out of it. We partner with our clients to find new opportunities to show up in culture. To create experiences where culture’s happening instead of paying to interrupt it. We’re tired of being told to care; we want to show how we can solve problems in your life. And the reason the best ads don’t look like ads, is because they aren’t.
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