Excellence in advertising
If we accept that excellence is simplicity we must conclude that advertising today is anything but excellent.
The advertising industry today is a study in chaos. A dozen different types of targeting technologies. Ever larger banner advertisements that refuse to be ignored. Thirty second pre-rolls that hold content hostage. A million approaches to a simple underlying problem: consumers have taken charge of their media and taken charge of their experience.
The underlying problem is simple, but the approach of the advertising industry has been to develop an arsenal of varied tools that address individual symptoms.
The advertising industry is in desperate need of a theory of everything. A theory from which all execution flows. A theory that makes advertising simple again.
