Beerside Chat -> The End of Advertising: Why It Had to Die, and the Creative Resurrection to Come.
This month the TWB Book Club enjoyed beer and snacks while we discussed Andrew Essex’s “The End of Advertising: Why It Had to Die, and the Creative Resurrection to Come”.
It came as no surprise to learn that so many of our own had indeed downloaded some form of the ad blocking software that started the industry’s decline Essex outlines in the first third of his book. Advertisers who block pop-up and pre-roll ads? Not a good sign.
So, what does the future of advertising look like if the end is so near? Well, Essex first takes us back so that we can move forward. Siting branded initiatives from years ago, like the old General Electric Theater. Back when brands were making the entertainment. Not the commercials that interrupts the content. The new, modern incarnation of this concept manifests itself as projects that permeate our culture – like “The Lego Movie”. It’s about making things people want to see, and adding value to their lives through content, experiences, and anything we can imagine moving forward.
It’s a new age of figuring out how to make our brands relevant and entertaining. Sign me up!