Who is advertising for?

When I was on holiday in Umbria, I visited Assisi.

As you drive into town, there’s the biggest Church you
ever saw.

It’s called the Basilica of Santa Maria degli Angeli.

And. It. Is. Massive.

I don’t think it’s actually a Cathedral, but it’s bigger
than most cathedrals.

The space inside is vast and open and impressive.

Towards the front, inside all this vast open space, is a
tiny little building.

It stands all on its own in the middle.

As you approach it, it looks like a tiny stone hut.

Big enough for maybe half-a-dozen people.

This is the original chapel where St Francis of Assisi
found his vocation.

To live in poverty and devote his life to the poor.

To shun all material possessions, all worldly shows of
opulence.

To give everything to those with nothing.

And you stand back from that bare, empty, basic chapel.

And you look around at the sheer scale of the building
it’s in.

And you try to reconcile the two.

His devotion to poverty, and the opulence it’s encased
in.

I think the religion founded in Francis of Assisi’s name
has somehow gotten away from its original purpose?

Isn’t it amazing how that always happens?

Something starts out as a great idea and ends up being
all about the show instead.

All about impressing people.

It loses sight of its original purpose.

The reason for doing it in the first place.

Let’s see if we can remember the original purpose of
advertising.

Wasn’t it something to do with selling stuff to people?

So didn’t it have to be done with ordinary people in
mind?

Ordinary, non-advertising, people.

Surely ordinary people were important to advertising at
some point.

Maybe that was in the days before awards.

When people talking about your ads in the street was
important.

When school kids singing your song or repeating your
message was important.

When TV programmes or newspapers repeating your strapline
was important.

When the object was to get the advertising into the
language.

So it caught on and grew.

In the days before viral was a specific medium.

When the people who actually bought the product were more
important than the people who made the ads.

I notice it’s changed because agencies don’t even care
what award they win.

Just so long as they win an award.

It used to be that craft awards weren’t for agencies:
best sound, best editing, best direction, best photography.

An agency didn’t want that, an agency only wanted the
‘best ad’ award.

Because to get a craft award without getting that was a
sign of unprofessionalism.

It meant the production company had done their job, but
the agency hadn’t done theirs.

Because, impressing other professionals is what craft
awards are about.

But impressing ordinary people should be what ‘best ad’
awards are about.

But then advertising isn’t really about ordinary people
is it.

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    I appreciate you.good luck.Buy

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    Everyone likes awards but it’s about company sales not awards and agencies need to keep that in mind first and foremost.

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    Are all the comments from Ad guys on how advertising works today? When read from the eyes of an ex client they are alarmingly insightful. But are clients playing along the game..leading the advertising industry so far off its original purpose. Losing the wood for the trees..

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    It’s all about getting attention from the people when you put ads like that of size.