Morning Coffee Mar 22 2012

Perhaps Advertising's Golden Era Isn't Past

By damian ghigliotty

Right now a lot of people have "Mad Men" on the brain -- from those who spend their weekdays on Madison Avenue to those who have no clue what the phrase "working on Procter & Gamble" might mean.

So naturally, the question that advertisers are being asked and are asking themselves is whether it was better to work in the business back in the 1960s than today.

Advertising's golden age is now, says Fast Company. The industry is undergoing a revolution and that makes it all the more exciting to work in, Tribal DDB's director of social media strategy Matt Nelson writes on the magazine's website.

The industry's transformation also allows for new ways to approach brand marketing, he says. "We view our approach as brand journalism: a focus on the creation of authentic content and proactive participation in the social media arena," Nelson writes. Many of those "brand journalists" now call themselves chief content officers and blend traditional journalism and marketing.

Others said that it's a split call between the world of advertising 50 years ago and today's industry.

"It absolutely is the golden age now in terms of new opportunities with new media," former Ogilvy & Mather Chief Executive and Chairman Ken Roman, 81, told FINS. "Never before has there been such an opportunity to measure advertising so closely, hold it so accountable and find out how well it works."

He also acknowledged that some advantages have been lost.

"But in the 1960s we were dealing with the newness of mass media and a much more personable kind of business," Roman said. "When television came in, people really built these huge personalities and these huge brand images. That's much harder to do in the era of digital." (Fast Company)

Sales Buzz

Sex in the Office (FINS)

When "Mad Men" returns Sunday, viewers can expect to see more of the sex, chauvinism and back-stabbing portrayed in the first four seasons as part of normal office life in the ad world of the 1960s. Jane Maas, 80, knows what really went on.

Bernard Fornas Talks (WSJ)

Cartier's chief executive Bernard Fornas talks to The Wall Street Journal about his business concerns and the outlook for luxury sales.

Email Support (Sales Machine)

Sales Machine offers seven tips on how to improve your emails to help your sales.

Matching Cabs (WSJ)

Here's a fun game for the well-informed and well-traveled professional: Match the cab with its corresponding city.

Marketing Buzz

More Responsibility (Media Decoder)

Michael Lynton, chairman and chief executive of Sony's filmed entertainment division, is expanding his role to chief executive of Sony Corporation of America. He will oversee U.S. operations for the Japanese conglomerate, according to people familiar with the matter.

Watching Words (Ad Age)

Ad Age has some advice for those in the advertising technology arena: avoid digesting too many industry-specific acronyms -- doing so can make you dumber.

New Name (GlobalPost)

If you've held onto your job at Kraft Foods, it may soon be time to update your resume and LinkedIn page. The company is considering the new name Mondelez International for its global snacks business post-company divide.

Going Forward (Ad Age)

TargetCast's chief executive, Steve Farella, talks to Ad Age about selling a majority share in his agency to the Canadian holding company MDC Partners. His aim: to protect his employees and clients as well as his own position post-acquisition.

Buzz Around the Office

Pendulum (Youtube)

An animated short from Japanese comedian Tekken.

List of the Day: The Right Way to Network

Think of strangers as friends you haven't met yet, not "contacts."

1. Your goal should be to make a new friend, not someone who can help you.

2. Keep your emails short and sweet.

3. Don't ask for money.

(Source: Financial Post)

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