The Rise of Advertising

This 2003 4A's (the American Association of Advertising Agencies) speech from Bob Schmetterer (president/coo of Havas, chairman/ceo of Euro RSCG Worldwide) argues for the ad industry to redefine and reimagine itself in the wake of the digital revolution.

The Rise of Advertising

Bob SchmettererHavas and Euro RSCG Worldwide

They say advertising is dead, outdated, outmoded

They say advertising is out-of-step with today's businesses and today's economy.

The industry, they say, insists on throwing time and money into expensive, overblown, sensationalistic advertising campaigns; Superbowl spots; commercials that win awards for the agencies but bring little value to clients.

Clients, they say, don't trust advertising agencies to make strategic business decisions. Agencies need to be reigned in, told what to do.

Our industry, they say, has become too hubristic, self-indulgent, irrelevant.

Or so they say…

Meanwhile, the advertising industry...

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