Lately, one of my co-workers has found my disdain for the term “traditional advertising” humorous. He utters it every time we pass in the halls or sit down in a meeting because he knows it gets a rise out of me.
“Traditional!” he shouts with a smirk.
I’ve been doing my best to avoid him.
The fact is, I much prefer the word “general” to the dreaded t-word. To me, that t-word screams old-fashioned…as in shades of Don Draper and company smoking Marlboro Red after Marlboro Red, while jotting down big ideas on cocktail napkins during three-martini lunches.
I’d say “general” seems like a more appropriate description because it not only includes traditional tactics like print and broadcast, but also digital.
But even “general” doesn’t do justice to the brave new world of advertising we find ourselves living in. Not so long ago, everyone in the agency waited for the dynamic duo of art director and copywriter to come up with the big idea.
Nowadays in full service advertising agencies, that team has expanded to include web designers, programmers, experiential designers, social media and more as part of the mix. It’s been a big change for shops, but a necessary one.
Instead of existing in separate parts of the agency, not knowing or caring what the others do, these disciplines exist in close proximity to each other. We’re trash-talking one another over games of foosball and sharing ideas that Gareth Kay, CSO at Goodby, says, “aren’t just advertising ideas; they’re ideas worth advertising.”
As a result our creatives are no longer multi-disciplinary, they’re interdisciplinary. And that’s a good thing.
But the question still remains—what in the heck do we call it?
I’m thinking simply, “Advertising”.
What do you think?