Since When Did “Advertising” Become a Dirty Word?

PACE_advertising wordAdvertising Age posed that question recently in a thought-provoking piece of the same title. We’ll share a few excerpts here, but we encourage you to read the whole piece on AdAge.com (http://adage.com/article/agency-viewpoint/advertising-a-dirty-word/299107/). It’s a good, entertaining read.

 

PACE_bad-wordsInterestingly, we asked a very similar question over a year ago, in a piece written by PACE CEO Rick Nulman titled, “Why Did Advertising Become a 4-Letter Word?” Here’s what Rick had to say:

If you hate advertising, you’re going to love this sales pitch:

A wise man once said that marketing is one of those soft sciences where all you need to be an expert is an opinion. And ‘advertising’? Well, some say advertising is an old-school word that no longer defines what our industry does. It’s not advertising. It’s ‘marketing communications.’ It’s not salesmanship. It’s ‘building brand leadership’.

PACE_HorsefeathersHorsefeathers! We believe you need more than an opinion and the latest buzzwords in your vocabulary to do what we do. We believe you need talent, and creativity, and wisdom, and sound judgment, and objectivity, and unerring common sense, and a great sense of humor, and good old-fashioned salesmanship. David Ogilvy-style salesmanship.”

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According to the Ad Age piece by Sean Cummins, advertising is a word we seldom hear anymore. Cummins traces the “de-advertising of the advertising industry back to that fateful day in the late 1990s when Saatchi & Saatchi Advertising changes its name to Saatchi & Saatchi Communications.” While our Rick Nulman laments the replacement of “advertising” with terms like “marketing communications” and “building brand leadership,” Cummins zeroes in on the new buzzword, “branded content.”

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As Cummins says,

By removing the word ‘advertising’ from our industry, it effectively means that anyone with a camera device and a graphics package… can be in the industry formerly known as advertising. Because they are doing branded content.”

As Rick so classically put it, horsefeathers.

Cummins succinctly made this critical point:

Good advertising makes you do something – not passively sit and consume without any compulsion to do much other than ‘view’ or ‘like”… or ‘share.’ Advertising is a very powerful combination of communication, art, psychology and intuition. It is about selling. Not telling. And selling is a skill that requires a result – buying.”

AMENWe say a hearty AMEN to all of this.

We believe real advertising requires all those skills and traits that Rick pointed out: talent, creativity, wisdom, sound judgment, objectivity, unerring common sense, a great sense of humor, and good old-fashioned salesmanship. And because we believe all this, we believe we can help you do a better job than you could do yourselves, or with someone else.

PACE has a rare 65+ year history of successes. We bring extraordinary strategic, conceptual and implementation skills to our diverse client base – regardless of the media utilized. Websites, brochures, digital, mobile, print, TV, radio, identity, videos, eblasts, blogging, content marketing, SEO, apps, social media – we’ve spent our careers building our clients’ brands, and their sales.

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PACE_Building-Sales

So no more four-letter, dirty words. When you’re ready to reconsider your notion of “advertising,” let’s talk. We’d love to show you how truly effective real advertising can be for your business, your project or development, your hospital, or your organization.

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As “Mad Men” Ends, a Final Flashback… and Some Interesting Flash Forwards

PACE_MadMen CastGoodbye, Don… goodbye, Peggy! This weekend marks the series finale of “Mad Men.” As we flash back one last time to advertising’s golden age, Advertising Age asked some current ad leaders (including WPP CEO Martin Sorrell) what the industry will look like in 2025. From the humorous to the unexpected, their responses are all very interesting speculations and projections about where the ad industry is heading. Click here to read the full article. Below, we share our WPP CEO Martin Sorrell’s predictions:

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In 2025 the (fabulously entertaining) world described by ‘Mad Men’ will probably seem even more remote, anachronistic and misogynistic. We’ll no longer define ‘creativity’ in the limited sense of just art and copy, and technology, data and content will be so much a part of what we do that the word ‘digital’ will seem hopelessly quaint and narrow. We will be far more global in outlook (Mars, the moon?) and less Anglo-American, and there will be far more Peggy Olsons running agencies (along with people from more diverse backgrounds generally). By then, I also believe that chief financial officers and chief procurement officers will agree that marketing is an investment, not a cost.”

Emily’s Reflections on Her Internship at PACE

From Emily Chakurda, PACE Summer Associate:

Expectations have a way of falling short; not quite living up to what you hoped for. We get over it, make the best of whatever we are given and move on. There are those rare times though, when expectations are far exceeded and these are moments you don’t take for granted… times you grab onto, savor, and rely on, to grant you those unforgettable experiences.

My internship at PACE Advertising, in the greatest city on Earth, has afforded me one of these experiences; one that I will reflect upon and benefit from for many years to come.

Emily Chakurda - Reflections on Her Internship at PACE Advertising

This summer, I got to experience the best of both worlds. At first glance, both PACE and New York are intimidating to a 21-year old college student. It is an overwhelming city with 100 times the hustle and bustle that it is known for. There are taxis, subways, fast-paced residents, and diverse people from all walks of life. And to top it off I would be interning at PACE, an advertising agency that has been a respected and tremendously successful company for 65 years.

My expectations of surviving and performing at my best were mind-boggling. However, it didn’t take me long to realize that the right environment brings out the best in people, no matter how successful or “big” they are. Despite its reputation for being somewhat cold and fast-paced, the New York lifestyle was something I loved diving into… running for subways, catching trains, always having somewhere to be. I grew to love New York with every hailed cab and delicious bite of famous New York-style pizza. But the reason I was in this awesome city was to learn what it takes to have a successful advertising career. My expectations involved gaining valuable experience from talented professionals. Made sense; what else would I expect? Well I can tell you that what I have gained from PACE doesn’t even come close to matching my expectations. To say my expectations have been exceeded is quite the understatement.

The warmth I received from everyone in the office made coming into work a pleasurable experience every day. I never felt intimidated or afraid to ask questions, and each person made sure that I experienced all aspects of the agency- from creative, to copy writing, to account work- to ensure that I left this internship with a well-rounded experience. Something that I especially appreciated was that they took time to get to know me. They asked what parts of advertising I was interested in and what I hoped to learn. I told them that I wish I knew more about software, such as Photoshop and Illustrator, because I’ve never taken a course that taught me how to use them. Sure enough, they made sure that I got to practice using those programs.

I also always felt included. When there was a project that I wasn’t even technically assigned to, they would ask me for input. I was taken to multiple meetings and encouraged to speak up if I had an idea. The way that they made me really feel a part of the team gave me confidence.

Walking into a friendly office every day where no one was stuffy, condescending, or made me feel like “the intern”, made me want to come into work everyday and impress them, and do a good job. Their ability to create a hardworking environment, balanced by the easy-goingness and good sense of humor from all of the professionals makes me want to work in a place that encompasses this sort of feeling. PACE has set quite the standard for what I hope for in future career endeavors.

This fantastic melding of experiences makes me excited for what’s to come next year. I leave this internship with a well-rounded experience in a New York City advertising agency, as well as a new found love for the best city on the planet. I can’t wait to hopefully be back in the City next year, working at a place that is as successful, professional, and warm as PACE.