NORTHERN PLANNER

I got into this business in 1997. A lot has changed since then.

We were all wondering if Ross from Friends would get back with Rachel (do not pretend otherwise, you were).

The X-Files was still on and it was still good.

Heat magazine was aimed at blokes.

We were hopefully, hopelessly excited about the Star Wars prequels.

Jimmy Saville was a national treasure.

The Matrix was yet to come out.

Most people in offices didn't have email.

The majority didn't have mobile phones.

Tony Blair was a national hero with a shining, utopian future.

Bill Clinton was president and pre-Monica Gate.

Few cared about global warming, it was all the ozone layer.

Seinfeld was in its final season.

People were waiting for Apple to finally go bankrupt.

Princess Diana was the most famous woman in the world (until she died in August, unless you read the Daily Express)

 

So why do so many agencies persist in behaving like nothing has moved on?

They're still partying like it's 1997 (to misquote Prince).

Of course, it's often overstated how much the digital age has changed stuff, the basics are still the basics:

Aim for penetration

Target the whole market rather than niche buyers

Get noticed and build fame

 

But some digital folks are still talking about digital as if it was a thing.

Some marketers still spend millions on loyalty.

While others are still pretending interrupting folks with dross is something that's commercially sound.

 

I wonder how many social gurus will be peddling 'brands as conversations' in 16 years time?