In Today's Advertising Environment, Change is the Norm

Jody Moxhan

Discusses how advertising is changing, with product proliferation and media fragmentation, etc. Stresses the key importance of branding (brand-linked advertising).

In Today’s Advertising Environment, Change is the Norm

If you’re not keeping up, you’re falling behind

Jody Moxhan, PhaseOne.

Every now and then I hear people talking about the great ads of the past. Remember the wonderful Kodak commercials that captured the emotions of a lifetime in 60-seconds? Remember the sense of freedom and adventure embodied in seeing the USA in your Chevrolet? Advertising was so easy in those days. Be creative. Be relevant. And you will build market share.

My, how times have changed! Maturing categories, proliferation of products and intense competition brought a wrenching level of...

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