As attendees at the Digital Non-Conference in September heard from advertising and digital diva Cindy Gallop, we can’t be focused on doing good advertising, we have to be focused on making advertising good. Music to my ears!
As she was quoted on Cincinnati.com, “It’s not advice. It’s directives. Do them or you will die. And I’m not joking. The industry must change. Brands will be judged by their actions, just as people are.” The reason to me is obvious — because brands are the collective unconscious of people — it just isn’t always obvious how to heed this advice in a practical marketing manner.
But Cindy’s given us an idea of her way by putting her time and money where her mouth is with her venture IfWeRanThe World.com, a website encouraging social action and connecting people with similar do-good interests. “The whole idea of doing good is very, very boring,” she said. “I found a way to make doing good sexy as hell. The way you do that is show them how you can make money doing it.”
All good food for thought as most of us are deep in the throes of planning for 2012.