A very succinct, brilliant point by Jeff Jarvis on why advertising is ‘a failure’… it exists when you don’t have a strong enough connection between your company, the products you produce, and the people you are producing them for.
The internet is a ‘connection regime’, whilst advertising is a ‘middleman’… and the former is increasingly being used effectively as a replacement for the latter.
I’ve been convinced for a while now that we, at media agencies, have to continually think back to what our purpose is…
Our role is to connect our clients’ companies with people. We do it in the most efficient way that we can.
In the past, advertising was the most efficient way to do this, bar none.
Nowadays, that’s not the case.