With the recent advances in technology, advertising has come on leaps and bounds since the first press ads published in ‘La Gazette’ in France in 1631, the first ad agency, Volney Palmer, in 1841, and the first example of direct marketing in 1892 by American store ‘Sears’. Advertisers have sent radio commercials over the wireless, utilised art nouveau lithography to produce propaganda of the 1920s & 30s, introduced the commercial to television in 1930 and spawned the “Mad Men” of the 1950s & 60s . The history of advertising has certainly been colourful. With digital technology at the forefront of advertising now, it’s important to remember that to succeed as a brand, you need to engage your consumer –
“The irony is that while there have never been more ways to reach consumers, it’s never been harder to connect with consumers,” explains Brad Jakeman – Chief Creative Officer at PepsiCo.
I believe the future of advertising lies with ambient media. It allows the client to communicate their message by interacting with their consumer in their own environment on a day-to-day basis. Ambient media provides a light-hearted respite for the audience and can become something of a talking point among their friends and family.
‘Guerrilla Advertising’ by Gavin Lucas & Michael Dorrian is a great book which provides an insight and inspiration into the world that is ambient media. Using examples of past strategies, it really has opened my mind to the possibilities in advertising. As Gareth Howells once said “..If you think it’s illegal, just do it anyway: any publicity is good publicity.”