SO WHAT COMES AFTER ADVERTISING?
The Golden Age of advertising- the “Mad Men” era- started about 50 years ago, with people like David Ogilvy, George Lois, Bill Bernbach leading the way, and shops like Weiden & Kennedy, BBH, Fallon, BMP, GGT, CDP and Goodby following in their wake.
This golden age came to an abrupt end, when our friend the Internet came along, with a lot of people on Madison Avenue suddenly starting to fear for their jobs.
So if traditional advertising is “dead”, what comes after it? That’s a question I’ve been asking myself for the last ten years, ever since I launched gapingvoid back in 2001.
Though I wasn’t paying too much attention at the time, the answer kinda-sorta came to me back in 2004, in a line I wrote in The Hughtrain: