1970 - half my budget on advertising is wasted but i don’t know which half.

2021- 95% of my digital media spend is wasted , often in sinister ways , but please don’t tell me about it

1970 - we know what matters but we can’t measure it

2021- we know this doesn’t matter, but it’s so easy and cheap to measure this precisely, that we’d be mad not to use this as one of 27 KEY performance indicators, track it hourly and obsess about it

1970 - we’ve no idea what happened but we KNOW it was a good idea

2021 -unless someone clicked on this precise ad immediately, it failed entirely.

2021-look at all these amazing new screens,incredible ways to interact and luscious tactile ways to seduce customers

But let’s some print /radio/ TV ads make them smaller and only use technology to needlessly hunt out individuals and then track them mercilessly

Literally the only reason I’m able to do quite good tweets about advertising is

1)I’m not IN the industry.
2)I say obvious things people
Think but don’t say

It’s only when you take a step back from it that the full obvious insane nature of it is clear .

Once one morning a Client saw that their ads weren't working, so they switched media dollars to another product.

That very PM on a different ( but similar
) client saw a campaign wasn’t working so shifted far more money into media to “make it work”

We are not a science