{"id":421,"date":"2019-05-12T15:04:47","date_gmt":"2019-05-12T15:04:47","guid":{"rendered":"https:\/\/www.sureshdinakaran.com\/blog\/?p=421"},"modified":"2019-05-12T15:04:47","modified_gmt":"2019-05-12T15:04:47","slug":"is-true-talent-shying-away-from-advertising","status":"publish","type":"post","link":"https:\/\/www.sureshdinakaran.com\/blog\/2019\/05\/12\/is-true-talent-shying-away-from-advertising\/","title":{"rendered":"Is true talent shying away from advertising?"},"content":{"rendered":"<p>It&#8217;s episode one of the cult classic <strong>Mad Men<\/strong> series and <strong>ad-man<\/strong> <strong>Don Draper<\/strong> in the climax reveals the campaign idea for <strong>Lucky Strike<\/strong> cigarettes &#8221; <strong>It&#8217;s toasted<\/strong> &#8220;. A scene that captured attention and sparked the show\u2019s runaway success. <strong>It\u2019s toasted<\/strong> was also a real <strong>tagline<\/strong> for <strong>Lucky Strike<\/strong>\u00a0cigarettes, adopted by the <strong>brand<\/strong> way back in 1917.<\/p>\n<p>Those were the heady days of <strong>advertising<\/strong>&#8211; an eclectic mix of craziness, Machiavellian egos, cult personalities, big ideas, mind numbing creative campaigns, wild parties, rock and roll, high profit margins(15% commission days)&#8230;.it goes on. Little wonder it was the industry that a lot of talent aspired to get into. Made for good <strong>conversation piece<\/strong>.<\/p>\n<p>The times they have a changed. <strong>Advertising<\/strong> as an industry is no longer the flavour of the season when it comes to attracting top talent. This inspite of being a <strong>560Billion US$ industry worldwide<\/strong> in 2019 and growing over 4% compared to the previous year with N America and Asia Pacific reflecting the maximum growth.<\/p>\n<p>What could have happened especially over the last decade and a half? Let&#8217;s examine a few factors:<\/p>\n<ul>\n<li>the<strong> risk appetite<\/strong> for taking up and executing &#8216; <strong>big ideas<\/strong> &#8216; within the agency set up seems to be on the wane. The increasing role of the <strong>CFO<\/strong> in <strong>marketing<\/strong> and <strong>advertising<\/strong> decisions and thereby <strong>ROI<\/strong> first always could be a strong influencing factor..<\/li>\n<li>the <strong>big shift<\/strong> has happened from &#8216; <strong>gut instinct<\/strong> &#8216; to &#8216; <strong>data precinct &#8216;<\/strong> when it comes to execution of campaigns. <strong>Freewheeling thinking<\/strong> seem to have taken a backseat<\/li>\n<li><strong>young talent<\/strong> do not get a &#8216; <strong>sense of self<\/strong> &#8216;- <strong>seniority<\/strong> still upends <strong>merit<\/strong> when it comes to prized, exciting projects- if you don&#8217;t want us, we don&#8217;t want you seems to be the thinking<\/li>\n<li>with <strong>profit<\/strong> <strong>margins<\/strong> in the advertising industry shrinking, <strong>remuneration<\/strong> and <strong>salaries<\/strong> have taken a beating. Talent is seeking alternate, better paying professions<\/li>\n<li>the <strong>average tenure<\/strong> of the <strong>CMO<\/strong> &amp; <strong>Brand Manager<\/strong> has come down drastically. Why stick your neck out when going through the motions will do nicely. The Domino effect is reflected in the freedom(or the lack of it) given to the agency-<strong> legacy thinking<\/strong> dominates, not exactly a motivation for talent craving to find their own expression<\/li>\n<li><strong>start ups<\/strong> with sizeable venture capital funding have mushroomed all over. They are dabbling in hitherto unexplored territories and using c<strong>utting edge technology<\/strong> to harness market potential and become <strong>game changers<\/strong>. The natural tendency for talent is to move to areas that are <strong>changing, future ready<\/strong> and <strong>dynamic<\/strong><\/li>\n<li>alternate,fast growing and better paying professions like <strong>entertainment, stand up, v logging, blogging, music<\/strong> etc seems to have taken the sheen away from advertising for the wannabes<\/li>\n<li><strong>Digital proliferation<\/strong> and the <strong>quest for entrepreneurship<\/strong> are driving many to find their feet and make their own <strong>dents in the universe<\/strong><\/li>\n<li>The <strong>Big 5<\/strong> of <strong>Consulting<\/strong> are not thinking like the <strong>Big 6<\/strong> of <strong>Advertising<\/strong> while clearly trespassing into the domain. New entrants are bringing in new thinking, new possibilities- talent will have to realign<\/li>\n<\/ul>\n<p>Clearly the advertising industry of the future(if it remains to be called that) and the talent that moves there will certainly not be a thing of the past. When change is the only constant, an industry remaining constant without change is not an attraction. As an <strong>US$560billion<\/strong> industry, it has enough muscle to bounce back(as long it does not rely on <strong>muscle memory<\/strong>). All the die harders(Bruce included) are willing and waiting!<\/p>\n<p><strong>ENDS<\/strong><\/p>\n<p><strong>groupisd.com\/story<\/strong><\/p>\n<p><strong>brandknewmag.com<\/strong><\/p>\n<p><strong>brandknew.groupisd.com<\/strong><\/p>\n<p><strong>weeklileaks.com<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It&#8217;s episode one of the cult classic Mad Men series and ad-man Don Draper in the climax reveals the campaign idea for Lucky Strike cigarettes &#8221; It&#8217;s toasted &#8220;. A scene that captured attention and sparked the show\u2019s runaway success. It\u2019s toasted was also a real tagline for Lucky Strike\u00a0cigarettes, adopted by the brand way &hellip; <a href=\"https:\/\/www.sureshdinakaran.com\/blog\/2019\/05\/12\/is-true-talent-shying-away-from-advertising\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Is true talent shying away from advertising?&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[340,26,346,49,339,72,345,78,264,338,344,343,130,32,63,341,80,123,342,303],"class_list":["post-421","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-ad-agency","tag-advertising","tag-brand-manager","tag-brandknew","tag-cfo","tag-cmo","tag-consulting","tag-data","tag-digital","tag-don-draper","tag-entrepreneurship","tag-gut-instinct","tag-isd-global","tag-mad-men","tag-marketing","tag-start-ups","tag-talent","tag-technology","tag-venture-capital","tag-weeklileaks"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts\/421","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/comments?post=421"}],"version-history":[{"count":1,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts\/421\/revisions"}],"predecessor-version":[{"id":422,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts\/421\/revisions\/422"}],"wp:attachment":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/media?parent=421"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/categories?post=421"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/tags?post=421"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}