Sure, things have changed since the ‘60s – the “golden-age” of advertising. It’s obvious. No need to go into an in-depth analysis of how things have changed from a technology and interactive standpoint. If you don’t know, you’ll never know. And that’s okay.
The philosophy outlined in the mantra, “the more things change, the more they stay the same,” also happens to be in play in this age as well. Marketing is marketing. There are different angles to look at everything, and a fully fleshed out campaign in 2013 as opposed to Don Drapper’s 1960s is fundamentally different, but, at it’s root, thematically similar.
It’s about reaching your target market. It’s about making bold statements. It’s about marketing efficiently and effectively. As a creative agency, it’s important to celebrate the roots, while fully embracing the times as they stand now. Don’t be afraid to literally spend some time at the drawing table sketching out ideas. It may seem like archaic practice, but there’s something to be said for actually putting pen (or pencil) to paper.
At Boldwerks, like the Mad Men that came before us, we fully appreciate (and practice) the notion of physically walking into a client’s boardroom and presenting an idea, and design(s) – face to face. That in-the-flesh transaction will never be replaced by digital means in our eyes. There’s something to be said about receiving an actual handshake rather than a digital “like.” It’s called human interaction. To us, and what differentiates us from other agencies – is that interaction, and that type of relationship matters. It’s part of the transaction.
Sure, in an age of ever-growing demands that include multiple forms of media from print, to digital – today’s marketing world is much more complex than that golden age. Drop the Mad Men into a creative shop in 2013 and they’d be pouring a scotch not to celebrate a win, but to drown out the confusion that will surely set in. They wouldn’t know how to function.
But we still love them. We love what they did for the industry. Without a beginning there is no progression. Without progression there’s no variety. Without variety things could get boring quickly. We’re not bored. We’re always chasing the next big idea, and the best way to get from the drawing board to the final implementation of a marketing campaign. That’s what keeps us ticking. The chase. The relationships. The hard work. The fun.
Here’s to it. Oh, and you know we (well, most of us anyhow…) will be watching the season premier of Mad Men on April 7th. How about you?