The Feldwick Factor
What can the history of advertising tell us about its future?
There's a short and slightly cynical answer to this: what we learn from history is that not much ever changes in the world of advertising. My old boss, Keith Reinhard, used to challenge audiences to name a business that had changed less in 40 years than the advertising agency – no-one, he claimed, had ever been able to do so.
Certainly, technology changes, even business models have changed beyond recognition, yet the roles of 'account men' and 'creatives' are instantly recognisable from Mad...