Call me crazy but I hope the mindset of marketers has progressed since the ad days of Don Draper.
I was engaged in an impassioned debate with a friend the other day who told me that my job, by working at an ad agency, was to get the most eyeballs on a given product/brand as possible and that at the end of the day it was all about transferring crappy products into the hands of the people who are willing to buy them.
Since I was a teenager, I dreamed of working at a big ad agency. I’ve always believed that to understand marketing is to understand human behavior. And since a big part of marketing is communication through storytelling, I feel there’s a real responsibility that comes with that privileged power of influence -- and that responsibility puts the consumer first.
The debate started around the value of push-based “take over” mobile ads and then escalated to interstitials (pop-up ads) and hence the role of advertising. By now, if you’ve followed this blog, you know my views on these kinds of advertising tactics – they annoy most people. My “debate partner” said that it’s not my job to impart my own beliefs into the marketing strategies I help design.
Since my beliefs are formed by listening to consumers, not only is it my job, but it’s my ethical duty to ensure that my clients marketing practices are well received. I’m proud to work at a company that understands that marketing/communication is two-way and with clients who strive to understand their consumers by listening and are open to the changing marketing landscape.
I will always fight for authenticity, transparency, and responsibility in marketing.