The agency business -- particularly "big advertising" -- has adopted a knee-jerk inclination to disparage traditional advertising and advocate for the web. Here's why:
1. Doing good advertising is hard. Yapping about precision targeting is easy.
2. Doing good advertising is hard. Yapping about collecting data is easy.
3. Doing good advertising is hard. Yapping about social media is easy.
4. Doing good advertising is hard. Yapping about engagement is easy.
5. Doing good advertising is hard. Yapping about technology is easy.
6. Finding people who can do good advertising is hard. Finding people who can yap about precision targeting and collecting data and social media and engagement and technology is easy.The agency business has become a little too comfortable with easy. And a little too uneasy with hard.
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