Mad Men: How the Web Would Change Sterling Cooper Draper Pryce

Mad Men kicked off its fifth season this week, and while the alcohol and smoke have (largely) cleared the air of the modern agency, many of the same departments, principals, and even clients have survived the last half-century. Placing an internet connection in the hands of Mad Men’s Don Draper is not only a fun thought experiment but also a useful way to articulate some of the major shifts in the industry, as well as follow the trajectory into the future.

Brand advertising in the 1950s and 1960s evolved in part to reproduce the feeling of familiarity consumers once had with product makers. The changes brought on by the industrial revolution triggered a shift in the way people bought products. The local bazaars, markets, and shopkeepers gave way to, first, chartered organizations and then corporations. Mass media helped to deliver a brand personality and relationship with consumers through radio and television before the new product hit the shelves. This model was built on brands as fictionalized narratives, the Marlboro Man and Aunt Jemima. The stuff of Mad Men.

The audiences as defined by the Mad Men of the 1950s and 1960s were borrowed from radio, print or television. The strategy for nearly every campaign Don Draper has whipped up was a variation of the theme: design an ad and place it adjacent to what people are reading or watching. In this sense, the audience, as defined by the Mad Men of the 1950s and 1960s, was in reality not the brand’s audience but borrowed from media. As one of the original Mad Men, Howard Gossage put it, “when advertising talks about its audience, it doesn’t mean its audience, it means somebody else gathered there to watch or read something else.”

This is an important shift because the audiences on Mad Men – the folks in the focus groups – have disappeared and in their place are humans with incredible editorial control over the brand and messages they encounter. NYU’s Jay Rosen has described this transformation as “the people formerly known as the audience.”

The integration of paid (borrowed audiences) to an earned media (adjacent content), and the brand as a content creator would usher in a wave of change through the halls of Sterling Cooper Draper Pryce.

Mad Men + Social Web: Three Ways the Agency Would Quickly Change Seguir leyendo “Mad Men: How the Web Would Change Sterling Cooper Draper Pryce”

Smooth! ‘Mad Men’-Era Newsweek Covers & Accompanying Ads (PHOTOS)

Courtesy of AMC (Don Draper)
By Andrew Romano

Glance at the back cover of a Newsweek nowadays and you’re bound to see an ad for a bank. Or a TV show.

Or maybe a fancy watch. But if you’d turned over a copy of the magazine back in 1964, you probably would have seen a promotion for one of two products, neither of which appears in our pages very much (or at all) anymore: cigarettes or alcohol. Seguir leyendo “Smooth! ‘Mad Men’-Era Newsweek Covers & Accompanying Ads (PHOTOS)”

La sabiduría de Don Draper condensada en 40 frases

Desde que hiciera su irrupción en la pequeña pantalla en el año 2007, la industria publicitaria tiene un nuevo ídolo al que venerar: Don Draper. El protagonista de la serie televisiva Mad Men condensa lo mejor y lo peor de la edad dorada de la publicidad de los años 60.

Aunque se trata de un personaje ficticio, su personalidad hunde sus raíces en la realidad, la de los hombres de Madison Avenue que hace ya medio siglo se atrevieron a hacer lo imposible: hacer un lavado de cara a la vieja industria de la publicidad. Para conmemorar el 40º cumpleaños de Jon Hamm, el actor que interpreta al célebre Don Draper, Flavorwire ha recopilado las mejores “perlas” de su personaje…>>>> Seguir leyendo “La sabiduría de Don Draper condensada en 40 frases”

5 noticias que tendrías que haber leído esta semana



La semana que hoy concluye ha tenido un claro protagonista: el iPad. No se llamó ni iPad 3 ni iPad HD, como todos esperábamos, y Apple se salió por la tangente bautizando a su recién nacido dispositivo de forma oficiosa ‘nuevo iPad’. Aún así, el iPad no fue el único gran tema de la semana. Estas han sido las noticias más leídas de los últimos días y los temas que no habría que dejar escapar para estar al día llegado el domingo.

iPad infografía
iPad 3: Lo que ya se sabe

Las noticias del iPad (previsiones, lanzamiento, consecuencias…) fueron con diferencia las más leídas y compartidas en redes sociales de la semana. La previa se ha alzado con el oro de lo más exitoso de la semana y la plata se la ha llevado la cobertura en directo de la presentación.

Apple App Store aplicaciones descargas

Las aplicaciones más descargadas de la App Store

La App Store alcanzó su descarga 25.000 millones esta semana y Apple aprovechó para desvelar cuáles eran las aplicaciones más descargadas en la historia de la tienda online. Angry Birds, Skype, Facebook o Whatsapp son las más populares tanto en iPhone como en iPad.

Don Draper, en Mad Men

6 lecciones para emprendedores de Mad MenSeguir leyendo “5 noticias que tendrías que haber leído esta semana”

15 Insights from 15 Years – Notes from a PR and Ad Agency Survivor

This year marks Bailey Gardiner’s 15th year. Recently, I’ve been spending some time reflecting on what I have learned about agency life during that time. Yes folks, it’s time to tear back the onion peel and look a bit more deeply into this world of “integrated communications” and agency life. For some of you, this will be an affirmation of what you live. For others it will be a glimpse into a business that is quite unlike what many of you call “work” each day. It isn’t a whole lot like Mad Men portrays it to be (except for the drinking), but it’s sure been a great ride for us.

1. Most people who start an agency are really good at one thing, and that thing is rarely running a business. From hyper-talented creative types to type-A account people (ahem), we rise through the ranks of our agencies and decide it’s time to start our own thing. So exciting. Look! We have clients. Wow! Our first office. Zikes! We’re winning awards. Wait, what? What do you mean I have to spend time on human resources, payroll, health care, legal contracts, the clogged kitchen sink? This industry needs to get better at training its rising stars to be managers and not just good fill-in-the-blanks.

2. People who have self-confidence in presentations will rise to the top. I’ve watched really talented people choke in presentations and it’s not pretty. Get good at it. Go to Toastmasters. Say yes to every presentation opportunity. I’ve also seen lots of people overcome their fear and go on to be outstanding presenters. It has definitely helped their careers. Seguir leyendo “15 Insights from 15 Years – Notes from a PR and Ad Agency Survivor”