July 29, 2013
Advertising Industry Gives Up
I would like to be all outraged and upset by the announcement that Omnicom and Publicis are merging. But I can't. It is just the advertising industry's way of telling us that it has joined the parade.
As in so many other fields, the ad industry has discovered that it is way more profitable to provide a mediocre product to a lot of people than a high quality product to a few.
Just look at the airline industry, the banking industry, the telecom industry, the fast food industry. They provide mediocre products to massive markets. It's what huge companies do. It's what markets demand.
If you're a lazy, aristocratic CMO of a global corporation do you want to go out and find the best creative agency in Indonesia? The best digital agency in Korea? The best media agency in Argentina? Are you fucking kidding? That takes work.
Hire a worldwide bullshit factory and let some account director worry about it. You have powerpoints to prepare and conferences to address and, soon, football games to attend.
The boys in the management suite will applaud your wisdom for hiring one entity that can "do it all" (yeah, right) and "save you money" (yeah, right) at the same time.
Hiring OmniPub (or whatever dreadful name they've come up with) turns laziness into a virtue, and stupidity into foresight.
It is the perfect solution for the emptiness of our time.
The newspaper articles, the business magazines, the TV pundits, and the bloggers will all be busy reporting on how this will affect the clients of this new agency, and what the profit picture is for Wall Street, and which big shots will get new offices and which ones will get walking papers.
No one will report on the important stuff. No one will talk to the rank and file who work for these monkeys and can tell us the truth about how corrupt, disjointed, unmanageable, and feckless they already are -- before they double in size.
But you know what? Nobody gives a shit.
No one is willing to spend for quality. No one wants to pay for service. No one cares to work very hard.
So let's give the suckers what they want and be done with it.