Alexander Schmidt-Vogel: The challenge in a nutshell

ASV, long time CEO of Mediacom, made a comment at the Venice Festival which I should have remarked on at the time.

To paraphrase ‘Can anyone think of another industry where 90% of its effort is dedicated to the creation and distribution of material that 90% of the population does not want?’

Clearly the reference is to advertising and the sense that it is, for the most part, an uninvited intruder in people’s media and environmental experience. He makes a fair point, and in that point is a message for advertisers and agencies to hold themselves to a higher standard and think about the value of the rapier over the broadsword.

Engagement, addressability and relevance are the keys to making our work more acceptable and more worthwhile.


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