Sorry Don; the golden days of the traditional Mad Men are all but gone.
I am the first to admit that the notion of daily long lunches, boozy client meetings and an assistant to organise my day sounds romantically appealing. As does the notion of a well-stocked bar in the office and wearing Don’s cool hat… though I’d probably look more like a different type of madman.
The greatest change to Adland has been the reduced requirement for scale, based on the fragmentation of the industry. Full service advertising agencies are becoming less and less likely to win the whole account. Media buying, for example, is more likely the concern of a range of specialist providers than a back-office, tucked away behind the creative team.
Dataphoria operate a lean, efficient, data-driven powerhouse and our clients enjoy great service, sensible pricing and never having to deal with a junior. We enjoy low running costs and less pointless internal meetings. With no politics, we simply focus on delivering what we promise our clients.
We feel no need to demonstrate our wow factor through a shiny office reception. Our authority is demonstrated through innovative ideas and solid results.
But have the fundamentals of advertising really changed?
In an increasingly automated market, with email conversation as the new norm, media bought from diverse affiliates and creative sourced via third parties, it would easy to assume that relationships no longer hold any ground. In our experience, the converse applies. Todays’ marketer has to make informed decisions in a crowded landscape, so they are not lost in the ever-changing plethora of marketing options. With marketing departments shrinking, a trusted advisor for each facet of the marketing mix becomes essential.
Dataphoria work in a niche within a niche. Media is our umbrella and data-driven marketing is our sub-niche. We work with clients and media partners to build campaigns on solid marketing insights. This is how we navigate the increasingly fragmented landscape of direct response advertising and direct marketing.
With every new campaign we see less wastage, more measurable results and better engagement from the target market, based on tailored messaging.
If the Mad Men worked in the golden age of advertising, right now must be platinum.
