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Home » “Frenemies”: The Epic Disruption of the Ad Business (and Everything Else) According to Ken Auletta

Frenemies

“Frenemies”: The Epic Disruption of the Ad Business (and Everything Else) According to Ken Auletta

by | Jul 4, 2018

By Cary Hatch

Advertising is not dead, but somewhere between “whistling through the graveyard” and adapting to be more useful to consumers and reaching them by being more meaningful. This seems to be one of the over-arching conclusions of Ken Auletta’s 12th book; “Frenemies”. (His previous book, “Googled, The End of the World As We Know It”, was released in 2009)

In an industry threatened by plate-shifting land masses as former “friends” turn into competitors – clients taking advertising in-house (we see how well that worked out for Pepsi), publishers, business consultancies – Auletta believes that the industry continues to provide a valuable role in helping consumers “find” products and services, as well as  advancing causes. Agencies and advertisers are doing so by employing a myriad of methodologies, including creative that aligns with cultural values that build brand affinity and data insights that deliver consumer convenience and utility.

Auletta examines the race for “scale” by the big five holding companies, the implications of GDPR in the wake of Cambridge Analytica , and the complicated path for agencies, media outlets and their leadership to remain relevant and viable.

Ad Age’s Editor, Brian Braiker, interviews Auletta in this Ad Age Ad Lib podcast: http://adage.com/article/podcasts/frenemies-author-ken-auletta-ad-industry-s-crisis/313731/

 

Cary Hatch is CEO of MDB Communications, a Capitol Communicator sponsor.

About the Author

MDB Communications

Sponsor: MDB Communications is a full-service, media-neutral agency that's powered by experienced leaders and innovators. As an independent agency with the drive and determination to help our clients succeed, we're also able to chart our own course for success and make decisions that are always in our clients' best interests. From brand development to media planning, creative execution to public relations, we deliver solid thinking, airtight strategy, messaging that motivates and the metrics to prove it. MDB top executives carry demonstrable credentials shaping strategy, positioning and creative for major brands. Clients such as Sprint, the American Bankers Association, National Geographic, Destination DC, DC Lottery, Fannie Mae, the United States Mint, and the International Spy Museum have discovered that MDB delivers a solid return on their investment.

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