Oftentimes when people ask me what I do for a living and I tell them I work in advertising, they ask, “Don’t you wish you got to be an ad man in the golden era, like on Mad Men?” I usually smile and respond with “What makes you think the golden era was 40 years ago? We are living in the golden era right now--the most exciting and unpredictable time in marketing history." We are witnessing a complete social transformation. The entire industry has been flipped on its head.
We need to get acclimated with operating in a state of chaos. The old-school bureaucracy of the suit briefing the planner, the planner briefing creative, and the creative team going away and cooking up some ideas is dead.