To every client or creative out there tossing around a campaign idea to run on Tinder, stop thinking now.
Don Draper takes stock of the future, his own, his agency's, his family's, maybe even a bit of thought about the world.
This story is going to sound very familiar to you. It wasn't inspired by any specific set of circumstances that happened to a colleague within the last month. Six months. Or even a year. Because the truth is, it has happened to me. And it has happened to you. And if it hasn't happened to you, trust me it will.
The tragedy of King Draper is that now that he is "ready" (as he tells "Di"), the tough new girl in his life reveals that she is not. She needs to suffer a bit more for her past misdeeds. And so it goes. The heaping mess of karma, born long before Dick Whitman even entered this world, is still inflicting its vengeance on our late-blooming ad man.
As a student of both marketing and digital advertising, that November I felt a sea change about to happen. Digital was being infused into all types of advertising and data was becoming more and more important.
Bosses are very different than leaders. Bosses tend to have a style that is about command and control. They micromanage. They wordsmith. They do things just because 'they can.' They tend to lead with fear rather than encouragement. They are, just like the word, 'bossy.'
Airlines have taken a fundamentally different approach to the market. Rather than continue to battle one another to the bottom with discount pricing, the industry is now widely practicing what's called "capacity discipline." They have effectively curbed supply in order to fuel demand, and it's working. But how doesthis relate to the publishing industry?
The internet still provides a number of ways for publishers to make money from the traffic that passes through their websites each day.
The first wave of social media comments expressed shock, anger and hope that heads would roll. It had to be a mistake. Why make fun of beer drinkers?
The problem is that DTC advertising can take medical decision-making out of the hands of professionals and put it into the hands of TV viewers who can easily be seduced by what they see.
Don Draper's power move has worked. With Sterling Cooper & Partners now a subsidiary of McCann Erickson, he's restored his central creative role in the agency, rid himself of a hateful rival, and further enriched himself.
As a consumer overwhelmed by the profusion of brands, it's increasingly more confusing and difficult to know what's right for your little Balthazar or Zorro. In the past we relied on our gut.
An advertising strategy that includes the additional targeting capabilities of connected TV means brands are finally in a position to jump well beyond the benefits of current addressability options, to a new level of optimization and the higher efficiency that they seek. Now, that's exciting.
What I don't understand are the people who have escaped the trenches, who no longer deal with the day-to-day insanity and haven't sat in a status meeting since 1998.
In advertising, there's something called an ADLOB. It stands for "Ad Like Object" and it's called for when we need to present something to a client that's a simulacrum of an ad without being a full on ad itself. In dating, I've discovered the need for -- and therefore invented -- a similar term, a Datelob.