10 November 2007

Old Masters and Young Geniuses

On a website promoting a book I haven't read but should (Encore by Mark Freedman) is an interview with an author of a book I have read:
ENCORE LEADERSHIP INTERVIEW: David Galenson on Old Masters and Young Geniuses

It turns out the baby boomers who wanted to change the world in the '60s may not be the same ones who will change the world in their 60s. It is the persistent experimenters who are coming to the fore in the second half of their lives, and are emerging from the shadow of the fiery radicals and bold activists who defined the baby boomers four decades ago. Same generation, but different kinds of people.
I blogged about this book over a year ago. It parallels much of what I say in my not-so-brief A Brief History of Advertising Creatives section I usually include in my presentations. Most people are shocked when I explain to them (with loads of examples) that many, many of the great creatives did their best work later in life.

Will the advertising industry change their ways in order to reach Baby Boomers more effectively? Who knows. If they don't, it'll be the clients who will suffer.

Again, I'll leave you with a quote from Rosser Reeves:
"No, I don't think a 68-year-old copywriter can write with the kids. That he's as creative. That he's as fresh. But he may be a better surgeon. His ad may not be quite as fresh and glowing as the Madison Ave. fraternity would like to see it be, and yet he might write an ad that will produce five times the sales. And that's the name of the game, isn't it?"

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