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Adland: A Global History of Advertising [Book Review]

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AdLand-11082009

The storied lives of creative talent.

The marvel of the Mark Tungate’s history is in how interconnected are so many of the storied agencies. The formula gets repeated again and again: agency hires young creative talent who eventually finds the place too stuffy and goes to start his or her own firm. I like hearing the backgrounds of many of who are now household names: Ogilvy, Burnett, Chiat, Hegarty.

Every local advertising scene has its own particular nuanced and storied development. Certainly this is true of Minneapolis (of which there is no chapter in Adland). While there are certainly national and internationally known agencies in the area, the surprise to me is how little of a creative dent local agencies have made with one of the main exports: medical devices. Certainly budgets have been smaller and consumer advertising for these firms has been nearly non-existent. But it is also true that larger medical device firms are wooed into the unexceptional pockets of agencies on either coast.

I expect a particular creative knowledge to rise from the creative milieu that is the Twin Cities—in much the same way that older established medical companies spawn one company after another. Perhaps creative applications of social media may help establish the Twin Cities communication agencies with the knowing and much-needed human voice in the dialogue between medical device firms, clinicians and consumers.

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Written by kirkistan

November 9, 2009 at 4:58 am

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