Artisan Advertising

Job stealing robots have screwed it all up (it’s not their fault)! We’ve automated the buying and selling of media to the detriment of the media itself. From the ad business point of view, it’s about driving efficiency through the facilitation of business. From the consumers point of view, it’s about the ads. And since it’s all about the consumer, we’ve got to get back to what matters… the ads. You’ll notice that the most successful campaigns are incubated in smaller shops where there is still a premium placed on the messaging side (creative) of things. We should be poised to see a return to something like the golden era of advertising…and why not? The irony of automation is that now anything developed by an actual person is considered a luxury. Organic/locally sourced ingredients, craft breweries and market places like Etsy, the anti-Amazon that shuns mass production, all require a human touch that resonate with the rest of us. Marketers often refer to their target demographic as an audience but don’t treat them like one. Certain mediums lend themselves to bad ads and some ads are so bad they don’t belong on any medium. What was taken for granted, lost and more obvious now than ever, is that creative people create great ads and those ads work very well in environments where consumers are OK with the interruption.