Gad Romann

Poetry,
Painting,
Music,
the list goes on.
And it does.
These are but a few of the skills needed to communicate successfully these days.
The current skills of creating advertising appear to be obsolete.
They bow to old principles, old media and old consumer perceptions.
Every commercial dates itself by being a commercial.
Creativity isn’t dead.
Talent isn’t on the wane.
But the skills we use are outdated.
Today, we either use a product or we don’t. Very little comes between us.
Media is not the message. The product is.
And all the nonsense we’ve accumulated over the years as to why people buy particular brands has disappeared with the old rules of advertising.
And if any of the old advertising stalwarts came back from the dead, they would be as lost in the world of communication as Newton would be in the world of Quantum Mechanics.
Going forward, we don’t need to study advertising.
We don’t need to study communication.
We don’t need to study brands.
We need to understand people.
Not, however, for the purpose of finding ways to deceive them.
But for finding ways of being honest with them.
That requires new skills.
Like Poetry,
Painting,
Music,
Sculpture,
Architecture…
You can take it from here.
Advertising has always assumed to be an art not a science.
Now it’s time for art to prove itself.