• by Cory Treffiletti , Featured Contributor, July 17, 2002

Attention dwindles as the world speeds up.

ESPN the Magazine recently had a cover story that dealt with the likes of Barry Bonds, Jason Kidd, and Ichiro and how they play their respective games at speeds unlike any of their peers. It’s not that they play smarter or better, but they do play faster. So much faster, the world around them appears to slow down.

I think advertising is the same way. Advertising principles today are based on the ideas and concepts pioneered years ago by such Old Masters as David Ogilvy, Leo Burnett and Bill Bernbach. These men developed principles for advertising that still hold true today for one simple reason: they work. I truly believe these men were spot-on with their theories on the development of a Brand and the relationship between a Brand and their Customers. I also believe that these men, brilliant as they were, would not enjoy dealing with the speed required by today’s advertising industry.

Advertising in the year 2002 requires a Brand to speak cohesively across many more forms of media than in the past, and to speak to an audience that is increasingly difficult to acquire for attention. In addition, clients are demanding innovative thought and effective strategies in half the time required in the past. Gone are the days of planning a year in advance. Both interactive and traditional ad people are stressed to develop award winning creative and effective media strategies in a fraction of the time that they used to have available to them. The Old Masters could develop these ideas with time and research and years of practical application, but the market today is not very tolerant of these requirements. It’s “What Have You Done For Me Lately,” and “What Works Now”?

As a result of this speed, we see exponentially more advertising married to an increase of ineffective campaigns. The Interactive space definitely bore the brunt of this over the last few years, but it’s happening in all forms of media. As the advertising industry is tasked to develop ideas that work, and turn them around quickly, we sometimes see that research, intelligence and pure strategy are sacrificed for the benefit of time. An old mentor of mine once said, “Cheap, Fast and Good… Pick Two.” This is unfortunately an increasingly obvious problem.

So what does this all mean? Why bring it up? I will never bring up an idea for the purpose of a pure complaint. I bring these questions up because I am looking for the “New Masters.” I am looking to encourage a dialogue to discover who is helping to push forth the evolution of the advertising concepts and ideas that we all hold so dear. In today’s market there are no names like Ogilvy, Burnett and Bernbach striving to educate us on how to speak to customers in this attention-starved world. Or maybe I’m just missing them?

Who has given thought to how to deliver a truly effective message in today’s environment across multiple forms of media? Who do you see as being a true leader and effective marketer in this regard? Whose ideas resonate with you?

I challenge you, the reader. Visit the message boards on Mediapost for some distinctly creative thinking. I want you to tell me and everyone else who reads the Spin. Who is engaging in this type of thought? Share your ideas for the purpose of an educational dialogue? Too many of you are sitting here reading, knowing that you will delete this email in 3 minutes and get back to work. The speed of our industry requires that you do, but in doing so we are all losing out. Take a minute and throw your ideas into the ring. After all, that’s why I am writing this right now, I want to hear your thoughts and start a true dialogue on the evolution of advertising.

Thanks in advance for your thoughts!