This is not to suggest that advertising folks need to take their jobs lightly – they certainly need to lighten up. The consumer hardly pays any attention to the blood, sweat and tears which went behind the making of a hair dolour ad. ‘Should the model holds product in the right or left hand? Should she wear a blue or yellow outfit? are common points of discussion in ad agencies. But agonising over relatively trivial things is part and parcel of ad agency life. Sure, one must take one’s profession seriously and give more than what is expected at work. It helps consumers make informed choices in their purchases. It helps establishment of businesses, brands. Sure, advertising is an important function and plays a critical role in commerce. They take themselves and their work far too seriously – whereas the one who it is aimed at hardly pays any attention. Ad agency folks often behave as if this process is one of ‘life and death’ – as if they are finding a cure for cancer.Īd agency folks go through their careers giving way too much importance to their output. Most advertising is about mundane stuff – urging people to choose one brand of toothpaste, floor cleaner, toilet paper, cola or mosquito repellant over the other. The last outcome, which could be closer to ‘creating a dent in the universe’ could be about effecting a large scale, societal behavioural change. Effective ad campaigns increase sales (in the short run or long term), change mindsets about an issue or company and sometimes change behaviours. In a 2012 article, Popular Science lists these in The Top 25 Innovations of the Last 25 Years:ĭoes a new ad campaign idea, however creative, for a car, internet service, beer or shampoo really fit into such a list? I think not.Īdvertising sure has influence but its parameters for effectiveness are ‘different – related to commerce mostly. In a 2013 article, The Richest lists these as life improving innovations of the 2000s: A short and not-so-exhaustive list of recent (past 50 years or so) such developments which made a dent in the universe would be: I can imagine an invention or service making such an impact. That phrase has been attributed to Steve Jobs in the context of a company’s mission. But what does the phrase, ‘dent in the universe’ mean? Is it about creating something which makes a profound positive impact in people’s lives across the world? Or a large swathe of people in a country? Or at least impacts a small sphere of people? Interpretations can vary. Recently, AgencySpy published an internal memo of an ad agency, where the CEO makes a reference to advertising providing a chance to create ideas which ‘make a dent in the universe’.
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