Want To Get Into Advertising? Learn Some Math And Anthropology

from the changing-times dept

Earlier this week, we discussed the pending demise of the 30-second TV commercial. There was an interesting comment in the original article that we didn't touch on, however. The reporter looks at how the advertising world is changing and states: "the art of advertising is turning into the science of advertising. Agencies now need math guys." Now, a Wired article about the future of the ad industry has a different suggestion, saying that the ad industry is in need of anthropologists who can better understand social networks and how viral ideas flow. Both are probably true -- and both show how far the advertising industry has to change. Obviously, there still needs to be a focus on creativity -- but rather than just throwing stuff out there to see what sticks, the next generation of advertising is going to involve a much better understanding of what happens to the message after it leaves the agency. While that might be tough on some traditional advertising types, it means there's actually a tremendous opportunity for folks to reinvent what advertising is, getting away from the tired old ideas of intrusive, annoying "pitches" into something that's much more compelling, interesting, useful and effective.

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  1. identicon
    Phillip, 21 Jun 2007 @ 8:38am

    Welcome to the 90's

    Advertising agencies have understood these realities for a very long time and many employ anthropologists (they call them account planners). The problem lies within the clients of the ad agencies being averse to change. Ad agencies are ready and many of them are well on their way to changing the game completely (see Weiden + Kennedy or Crispin Porter). Great thoughts too bad they're a little over a decade too late.

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