Marketing in the digital era can confuse and frustrate the heck out of people – clients, agency managers, 20-something interactive whiz kids.
About two months ago a longtime ad-agency pal asked me, “What in the world has happened to our industry?” I tried to answer. Teressa Iezzi, editor of Creativity, explains it a whole lot better in her book, The Idea Writers.
This is one of the rare books I’m grateful for. It puts today’s brand advertising in context with the advertising of the past 100 years. Iezzi gives examples of landmark campaigns, especially over the past 10 years (you can view the work she discusses at The Idea Writers website). She shows you what might work in this new era of consumer control, and what won’t. She looks inside older agencies that successfully transitioned to the new era, as well as agencies that are purely children of the digital age. She shares insight from some of today’s most successful creative teams. (As editor of Creativity, she has access to the best of the best on the creative side of the business.)
It probably wouldn’t have been possible to write this book as little as two years ago. But so much has come into focus since then, and The Idea Writers is a wonderful resources for our times. Whether you’re old school or a digital geek, there’s information and perspectives you’ll find valuable.
For the sake of simplicity, we’ve employed the term “advertising” in these pages, but perhaps one of the essential messages to take away from this book is that your job isn’t to create “an ad.” It’s to create something useful, entertaining or beautiful (or all of the above) on behalf of a brand.
– Terssa Iezzi, The Idea Writers
Some good news for those marketing veterans who find all the media choices of today overwhelming: Iezzi’s quote above isn’t really much different that what giants of the traditional advertising world, like Harry Jacobs and David Kennedy, were saying 25 years ago. So if you “got it” back then, you can get it today.
Iezzi writes from the perspective of marketing writers or copywriters. And her book addresses changes in marketing industry from her Creativity.com perspective, which is a world unto itself. But don’t let any of that dissuade you from reading it. Anyone who’s interested in brand messaging will find The Idea Writers a useful, entertaining and beautiful read.