In Sunday’s Financial Times Magazine, Ian Leslie wrote a thoughtful and provocative piece about how ‘The Mad Men lost the plot.’ Leslie diligently walks us through a timeline from the 1970’s when advertising was viewed as an extension of sales through to today where he observed a deep schism between the emotional storytelling that made ad agencies famous and their rapturous embrace of new digital technology. Leslie rightly cautions us that there are perils on either side, in that emotional storytelling will never reach its widest audience if it doesn’t embrace social technologies, while at the same time digital technologies will never achieve the same emotional connection that motivates a customer to make a purchase. Leslie concludes by counseling the advertising industry that, in the face of technological disruption, ad agencies shouldn’t forget their own USP (Unique Selling Proposition) – emotional storytelling. While I can’t argue with that conclusion, I do believe it is based on a false premise that the two are mutually exclusive.

from Forbes – Tech http://ift.tt/1MxS565
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