One of our observations, going back to 2004 has been, “The future of advertising is internal”.
What we meant by that was, rather than just seeking a short-term transactional relationship with the general public, advertising could be used to make the client’s people feel far more connected with their employer and its mission.
As always, “why” we’re selling something is always far more interesting than “what” we’re selling.
The idea was a bit out there at the time, although it did turn out to be prescient. Within a few years “Purpose-Driven Advertising” became a thing.
And that’s the rub. Once something becomes a “thing”, it inevitably becomes a “silly thing”, as the herd piles on to the point of absurdity.
But absurd or not, the original need still remains. People still need to make an impact. People still need a good narrative. And that’s the CEO’s main job, to provide a framework for them both. Exactly.