But, this is not a political blog; rather, I reflect on the seismic events of 2008 to learn invaluable lessons for the field of marketing and advertising.  I believe the business of the ad business is in crisis:  the industry is rife with inefficiency, overhead,  bureaucracy, and outdated product that is supported by business models that simply don’t work anymore.  The parallels between the ad business and the US automotive business are striking: the business is, for the most part organized around “manufacturing” product that consumers don’t want, anymore.  I liken the :30 spot to a gas guzzling SUV.   But, it’s what the industry knows how to produce; so many agencies and marketers alike continue down the path of optimizing the irrelevant.  I use the term “optimize” sarcastically:  how can an industry “optimize” anything when its most valuable assets: content and contact are functionally separated from each other and are often in competition for share of a client’s attention and budget?  The business is in a state of inefficient gridlock:  not unlike the automotive business that became highly distracted by operational bureaucracy between unions and company “management” or the US government that became paralyzed by party conflict and special interests.  

All the while, something profound will happen:  a new competitor will surface.  Enter the foreign automotive manufacturer who is more attuned to consumer desires and operates with a model that enables efficiency, flexibility and affordability.  Enter the new political candidate who will unite a diverse population behind true human insights and the belief that “we the people” can make government work, again.  I have this same hope for the marketing and advertising industry.  We’re seeing it already with the rise of the independent agency who isn’t afraid to recommend a new way of connecting brands with consumers and who will work without layers of cost overhead, inefficient and proprietary “process” and egos, abound.  The current system doesn’t deserve a “bailout”.  Welcome to the revolution.  Welcome to The Marketing Democracy.