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Paul

Great piece.

Is the 'medium is the massage' typo voluntary just to remind us how information can be massaged and spinned whether in the business or political sphere?

Take care

Serge
'The French Guy from New Jersey'
http://www.sergetheconcierge.com

Paul

Thanks for bringing up Marshall McLuhan. I remember walking through the "Coach House" at the University of Toronto wondering how the home of such a visionary could have been left in such a sorry state!

I agree that we have to start hiring people based on the new way of doing things, but at the same time I don't think we should forget about a person's ability to forge and maintain relationships.

If McLuhan is right, it's not technology itself that has an impact on our lives, but the effects of that technology on our senses, psyche, etc. Technology means that people are under even more pressure to perform and be available 24/7. Unfortunately, people and processes can't move as quickly as technology and organizations are always playing a bit of "catch up." The future will tell whether or not they can match the pace of our new world, or if outdated ways of thinking will leave some organizations to go the way of the dinosaur.

Personally I really enjoyed the post, especially the two quotes at the beginning and how they extended on the rest of post.

I'm not sure we need to boldly go where no client or brand has dared to go before. I think the need for change will hit and be so natural that the desire for metrics isn't even needed in order to convince.

My personal experience at least have been that the possibilities opening up is something the clients have been looking for (but not knowing where to look), and us helping them see the possibilities is the only key we’re having to turn.

(Of course we need metrics, but it isn’t the key :o)

I also think there are two fundamental flaws in today’s’ advertising landscape.

There seems to be a dismissal of the truths that affects any other business we work for – the need for change. A large part of the traditional advertising community seems to think that we – and the channels we produce content for, as the only organism in the universe, are not affected by the Darwinian laws of evolution (most responsive to change).

The other thing is the fundamental belief that the human brain does not change –and by that the tools we apply in order to “talk” to it will also stay the same. Well here I agree, but the problem is that 30 years of research have taught us a lot more about the brain than we used to know, and it is this knowledge that leads us to see and believe in new mechanisms, not the brain altering it’s instinctive passions.

- So, I really do agree with you’re thoughts, and what we need is action. I think the best way to start will be to continue collaborative exploration in the field, between blogs. To connect eager clients to these thoughts and to start changing, or building, new agencies from the ground up.

Not changing it’s business model has left the advertising industry as the knight without arms and legs in one of the Monthy Python movies. There is still a refusal to see the opportunities and all the people not content with being just storytellers should get out of Dodge quickly.

That’s painting it black and white :o)

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