Sometimes it seems advertisers and marketers need to remind themselves that advertising isn't for them.
Advertising is for the customer.
It is they who ultimately determine whether advertising is good or not – in that they vote with their purses or wallets.
Advertising people and marketers have become
too self-obsessed, too inward-looking, too focused on their advertising playing well and feeling good in the boardroom or among their peers.
This often ends up with advertising that is egotistical and centred around what people in the company would like to say about themselves.
The priority should really be how the advertising fares out in the real world.
That means making advertising less self-centred and concentrating more on what the customer will get out of it.
Less this is how we’d like you to think of us.
And more this is what’s in it for you.
Our new book ‘How To Make Better Advertising and Advertising Better – The Manifesto for a New Creative Revolution’ is available exclusively at the Design Museum.