Every single advertising campaign ladders up to one of two brand objectives: Grow Faster or Die Slower
- Grow Faster: The focus is on growth
- Die Slower: The focus is on preservation
As brand agents, this is our job…and it’s really hard…and complex.
What’s even trickier is that most clients fail to acknowledge that their brand is dying.
Dare I say that we, advertising folks, are in denial that our industry is dying and in desperate need of change.
The Great Advertising Purge
2023 was the year of efficiency (credit to Zuck), and while this was great for shareholders, it continues to make our jobs at agencies tougher, our budgets smaller and our futures less secure. AI will only accelerate this trend which begs the question, “Are we all in the wrong business?”
AI could not handle “I Survived The Great Advertising Purge”
The answer is yes. We are in the wrong business….but it’s not dead yet.
It’s up to us to adapt and change it.
We can pivot and grow faster, or at least, die slower.
P.S. Our icon is an AI-generated tardigrade – the most resilient animal in the world.
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