Beyond Madison Avenue

In last week's blog I promised you a review of the differences between the Mad world of Sterling Cooper, and the Madchester backdrop of your favourite B2B marketing agency. As such, here are just a few of the inconsistencies between 1960’s Madison Avenue, and the trucker’s paradise that is Trafford Park.

1. We work in B2B marketing not consumer advertising (just in case you think I've missed this key point). We do however have account execs and managers, creative directors, copywriters and most importantly, clients. Today however, you can add the curious breed that is 'digital' to our team.
2. It’s still about communication.
3. At Marketecture (much to our dismay) we don’t have liquor cabinets in our offices, and long-boozy lunches of oysters and triple-martins are rare (okay non-existent). Now and again however, we are known to devour a number of Domino’s hot & spicy pizzas (with garlic bread) in one sitting.
4. The women at Marketecture are not all secretaries. There is no distinction between what is considered a ‘man’s’ and ‘woman’s’ role. We don’t all leave the moment we get husbands; trading in our typewriters for the kitchen sink. And the male staff don’t ever attempt a grope at the kitchen sink. They are far too well brought up for such shenanigans.
5. In the world of Sterling Cooper, the audience is captive and largely without voice. Today, if a target audience doesn’t like the message, there are plenty ways for them to let their displeasure be know (whether that’s a trashing on Twitter or ranting on Word Press).
6. However, today, if the target audience does like the message, they’ll help spread it.
7. Advertising in the world of Sterling Cooper was all about persuasion - telling people who they should aspire to be. In today’s B2B marketing arena people need to be engaged. And they don’t like being told what to do.
8. Today, we have to work harder in order to get the message across. People are bombarded with messages on a daily basis and from every direction. Creativity is not a like-to-have, and we have to be smarter than ever to come up with something new.
9. Buyers know more. They won’t take what we tell them at face value. Research is easy for anyone with an internet connection. We have to know our onions.
10. We don't stop with the pretty pictures and some clever copy. We strive for real results and ROI.
11. We simply can’t speak to our clients the way Don Draper does.