“Change is neither good nor bad. It simply is.” That’s what Don Draper says in the third season of the TV series Mad Men. The fictional creative director of an advertising firm in New York could have been speaking about any number of seismic shifts in his industry. And yet, if he’d known the extent of the upheaval caused by the technology boom of the early 21st century, there’s a good chance he wouldn’t have sounded so nonchalant.
Key Takeaways:
- The fictional creative director of an advertising firm in New York could have been speaking about any number of seismic shifts in his industry.
- Advertising to targeted audiences is nothing new. But, the depth to which marketers can identify highly specific groups is.
- Creative is still king. However, assets are more specialized, and delivering targeted, custom messages to granular audiences based on recent interests in real time is the new norm.
“The fictional creative director of an advertising firm in New York could have been speaking about any number of seismic shifts in his industry.”
