The book, “Inventing Desire,” is a 90’s tome about a year in the life of Chiat/Day (CD). These modern day Mad Men produced the famous Apple vs. IBM big blue commercial ”1984,” which ran during the 1984 Super Bowl. This seminal spot introduced the Macintosh (was it that long ago?), and was credited with starting the Super Bowl commercial craze. In later years, CD would introduce the Apple iPod and differentiate the cool factor of Apple against the stodginess of the Windows PC.
I use the term Mad Men to define CD because most executives, directors, planners and creatives were men (yes, Virginia — even in the early 90’s).
Modern advertising reflects vintage style in an Ad Age promo for Mad Men.
The book chronicles the extreme ups and downs of running an agency, and battling internally whether to position the agency as a “creative shop” or to become a business partner with the client.
There were striking parallels between their struggles in 1989 and the challenges facing many agencies today (not withstanding our economic woes).
Is the mark of a great agency comprised of award-winning work that brings in new business, but ultimately falls short of supporting the client’s objectives?
Probably not.
Perhaps the answer lies in the support of client business goals with award-winning work that’s rooted in consumer insight. Couldn’t both live in harmony?
Clearly, ARGUS would not be in business if we did not achieve both. Our clients stick around for the long-term, because we work for this balance.
At a time when consumers truly own brands, won’t tolerate change on package design or product formula (remember new Coke and Tropicana?), and CMOs are looking for ROI, you’d better be sure to marry the two — or you’re dead.
Product companies that maintain a balance between award winning work and consumer need/insight are the ones the end up gaining brand recognition which leads to increased profits.
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