The emperor has no clothes! Can agricultural advertising change?

The recent article, "The Future of Advertising " in FastCompany, calls out the agency marketing/PR/advertising bus model for what it is. Many of the thoughts in the article have been "known" but few dared to admit it.


Advertising is on the cusp of its first creative revolution since the 1960s. But the ad industry might get left behind.

Like a beetle preserved in amber, the practice of advertising has sat virtually unchanged for the last half-century.

Will agencies and their clients change? Or will there need to be further collapses before clients figure out the model is not working for them and they move on?


Over the past few years, because of a combination of Internet disintermediation, recession, and corporate blindness, the assembly line has been obliterated -- economically, organizationally, and culturally.

Earlier this year, technology observer Clay Shirky argued that "complex societies collapse because, when some stress comes, those societies have become too inflexible to respond."

The impact to agriculture? Agricultural companies have been very traditional in approach to marketing/advertising thorough the model of a "30 second" ad spot or media buy in print. However, those companies that acknowledge their campaigns are not working as "planned" and start adjusting their approach to become "quickly iterative" will be better positioned.