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.

Reader Comments

Subscribe: RSS

View by: Time | Thread


  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.

Add Your Comment

Have a Techdirt Account? Sign in now. Want one? Register here



Subscribe to the Techdirt Daily newsletter




Comment Options:

  • Use markdown. Use plain text.
  • Remember name/email/url (set a cookie)

Follow Techdirt
Techdirt Gear
Shop Now: Techdirt Logo Gear
Advertisement
Report this ad  |  Hide Techdirt ads
Essential Reading
Techdirt Deals
Report this ad  |  Hide Techdirt ads
Techdirt Insider Chat
Advertisement
Report this ad  |  Hide Techdirt ads
Recent Stories
Advertisement
Report this ad  |  Hide Techdirt ads

Close

Email This

This feature is only available to registered users. Register or sign in to use it.