Adland: Searching for the Meaning of Life on a Branded Planet - A Review

I had always thought the advertising scene overseas would be drastically different from here in Malaysia. Boy, was I wrong! In a way James Othmer shattered one of my long-kept dreams that the grass on the other side would be greener.

The book itself is divided into 3 parts. The first part for me, was a trip down memory lane which was basically a combination of dreamy and nightmare-like existence. The second part was about the changes currently going on in the industry. And the final part, what the future holds, somewhat.

The biggest thing aside from the advent of the Net as an advertising medium, are those little agencies that are going around saying that they’re not ad agencies.

I think they're delusional for as long as there are clients who are the myopic and micro-management types dictating the size of logos or the right shade of red still existing, they're gonna be treated like ad agencies whether they like it or not. Hopefully, they will not like it and sack the client. That is, if it is within their financial wherewithal.

Here's the funny part. These same agencies are saying that it is the consumer now that is controlling the brand, not the agency and not the client. So, really, it doesn’t matter if they call themselves the non-ad agencies because, their ‘consumer’ a.k.a. the client will dictate who and what they’re supposed to be. And if your very short existence is dependent on the client paying you, you will very quickly change your tune.

The Brandcenter at Richmond is supposed to be the nesting grounds of future advertising professionals. I would’ve liked to be a part of that except for this: all-nighters and weekend work are to be expected. Hardly progressive. Why would I want to do that in college when I must do that at work? And why must that be a prerequisite of working in the ad business? It’s little wonder that many leave the industry.

As with some of the advertising memoirs that I’ve read, while filled with amusing and inspirational anecdotes, as is with this book, I find that while it lauds the works of creative geniuses, nothing is being said about whether these ‘works of art’ actually improved the clients’ sales figures. And that is where I am ‘disillusioned’ with the ad business which Othmer says I shouldn’t be.

Fulfillment is not attainable in this business. Really? I think Othmer left the business because he wasn’t fulfilled. There must be a reason why anyone does anything. And once that reason or purpose is not fulfilled, you ditch it for something else or you try to fix it.

Yes, ads are supposed to be creative, entertaining and ‘connects’ to you in whatever permutation it may be whether it’s the 30-second spot or that viral video that you got in your email. But honestly, at the end of the day, it’s supposed to make you want to spend money buying something, or join a good cause. An ad that’s a barrel of laughs is not going to help the client’s bottom line.

One final thing. Othmer used a lot of the word ‘quotidian’ (I think, about 4 times it is mentioned). It’s one of those big, hard to ignore words being used. It was to me, one impression too many.