I spent my 40 minutes talking about the thing that keeps me up at night,
a fear that advertising is coasting into irrelevance and planning is to be held
responsible for that.
My contention is that if a planners job is to make sure the work works
(as I believe it is) then we're in big trouble. All the data suggests advertising,
more often than not, does not meet its goals and doesn't change behavior. We've
done little to address this. We chase new media channels but we don't
challenge how we think communication works (or as Mark would put it how ideas spread).
So, I talked about the three big, fundamental problems I believe we need
to address. I'll blog about those a little later. In the meantime, here's the charts.