• by Wayne Friedman , Staff Writer, October 5, 2015

Sir Martin Sorrell has a strong point of view on the names of things. Here he is on linking his own company with the term “advertising”: “We need to rename it because it encourages people to think that creativity is the preserve or reserve of that creative department, of that creative director in that so-called ad agency,” said the WPP Group chief executive at an Advertising Week event.

Sorrell noted that 75% of WPP Group’s revenues now come from stuff that Don Draper, the fictional creative ad executive in “Mad Men,” wouldn’t recognize – so not advertising per se.

But I’d take it further. Consumers don’t like the whole idea of advertising -- at least bad advertising, which is what a lot of advertising seems to be associated with these days, according to critics.  

The “good” advertising? It’s OK -- interesting at best. But not the ultimate passion for anyone who loves compelling stories in video, print, or otherwise.

Consumers want and need to connect with stuff not associated with “advertising.” But if perchance there’s some adjacent selling, directing one to a product and service, so much the better.

Some are pointing to content marketing, native advertising, branded entertainment, engagement metrics, or variations as possible saviors.  Consumers need a different marketing attraction in the digital world; and marketers need a better messaging solution.

Even then, some of this new stuff isn’t all that good.

For example, almost half of consumers have no idea what native advertising is, according to one study. Of those consumers who do, 51% are skeptical, according to one study. You may also want to blame, display advertising, banner ads, or even perhaps the 30-second commercial for the bad stuff. Go right ahead.

Perhaps Sorrell also believes if advertising is renamed, it would encourage the creative types to think differently.

Consumers should also think differently. The best moniker for re-branding advertising, then? Maybe it’s no brand name at all.