If you’ve ever seen Mad Men (and even if you haven’t) it’s pretty obvious marketing has changed dramatically since the days of the staple posters and newspaper adverts.
Nowadays marketing has to encompass social media and find its way to infiltrate through the barrage of advertising thrown at potential customers on a daily basis. Being marketed to is so ubiquitous that it is taking increasingly creative methods for brands to stand out in their fields.
Ambient marketing has shoved traditional advertising out of the window as it makes its own mark, often literally, on the street. Kommando specialises in street graffiti, mimicking the popularity of graffiti artists such as Banksy and Pure Evil. It’s a medium that’s familiar to a target audience who feel they’ve circumnavigated traditional methods and respond better to the element of surprise – the unexpected sight of artwork on the pavement catching their eye.
However, the other side of the coin means that as the audience becomes increasing fickle the marketeers have to be increasingly creative, offering a perhaps previously un-thought-of career path for creatives trying to establish a future career or supplement an existing one. Dali designed several advertising campaigns in his lifetime, so it’s definitely not a novel concept for respected artists to be involved with marketing.
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Talking of the Surrealist behemoth, I dare say he’d approve of modern guerilla marketing tactics, whereby anything goes as long as it brings positive brand awareness. Often this involves exploiting culturally topical events and memes, meaning that fresh ideas and faces are always welcome in an industry that has to keep one step ahead at all times.
Take for example flash mobs. Ten years ago they captured people’s attention and became the perfect platform for guerilla marketing, however now they are so commonplace that their impact has been lost (just check out ‘You’ve Been Framed’ for the numerous wedding reception flash mob disasters).
As well as being creatively astute, marketing must appeal to an increasingly globalised audience, making it an ideal career path for anyone who fancies a job that they can translate to companies across the world, and it’s a boon to have on your CV. Much like Lautrec being predominantly remembered for his Moulin Rouge works, today’s creatives should be looking to make their mark in marketing.