“The Most Important Word in Advertising is…”
According to Mad Men’s Don Draper, “The most important word in advertising is New”
Indeed, the two concepts have gone together like a hand in glove ever since brands began promoting themselves in the media.
Advertising took a massive hit over the last few years as the credit crunch took hold and companies fought hard to survive and then reinvent themselves. Thankfully, those days seem to have come to an end with WPP reporting a global upturn in revenues as the corporate begin strengthening their ever more dominant market positions.
With budgets to burn and the media desperate to regenerate ad revenues, bigger brands are in the perfect position to capitalise.
Globalisation continues apace and even Bath High Street is changing as a consequence; Banana Republic, Radley and Hush Puppies have opened new stores in the past few weeks, whilst many independents have gone to the wall.
The parallels between have the money to advertise and prosper as a result are obvious and send a stark message to the business community as a whole.
To get noticed or to generate leads, we have to work harder than ever and advertising is the perfect platform by which to promote ourselves. This trend has been reflected within Impress this year as many of our clients have embarked on both digital and ‘on-the-page’ advertising campaigns despite the perceived exorbitant costs.
Business can no longer rely on customer loyalty or a cosy referral network. Trading conditions remain tough and he who shouts loudest will reap the rewards. Sad perhaps, but this is the reality of the consumer revolution which is truly unstoppable now.