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Champagne Strategy

Part 2 - Where did brand campaigns came from? The history of advertising agencies, marketing & growth - S4 Ep16

Oct 26, 2023
The podcast explores the origins and significance of terms like performance marketing, brand marketing, ATL, and BTL. It delves into the history of advertising agencies and marketing campaigns, and how they have evolved over time. The podcast also discusses the emergence of growth hacking and the shift towards focusing on brand purpose and values in advertising. Overall, it provides insights into the fascinating history of these terms and their impact on the industry.
47:12
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Quick takeaways

  • Brand campaigns have evolved over time, influenced by practicality, competition, and culture, with companies leveraging multiple products in their campaigns as businesses grew larger and had product lines with similar offerings.
  • The advertising industry faces challenges and fragmentation, with various channels and agencies competing for clients' budgets, resulting in confusion for decision makers and a reliance on acronyms and buzzwords.

Deep dives

The Evolution of Brand Campaigns

Brand campaigns have evolved over time, influenced by practicality, competition, and culture. In the past, companies with similar products could create brand campaigns that feature multiple products, which became practical as modern businesses grew larger and had product lines with similar offerings. Competition among agencies led to the birth of advertising agencies that focused on creative execution. The rise of new media channels like radio and TV in the 1920s-1940s allowed agencies to form bigger groups and sell advertising space. The Great Depression led to the emergence of brokers who facilitated payments for advertising space. With the advent of digital media and the dotcom boom, tech companies became skeptical of traditional advertising and focused on product adoption and distribution. This led to the growth movement, which emphasized growth hacking, test and learn methodologies, and distribution strategies. The industry also shifted towards emphasizing brand communication and purpose-driven marketing. Holding companies acquired digital agencies to stay competitive, leading to the separation of brand and performance marketing. The complexity of the media landscape and vendor competition has created confusion among marketers. The influence of history and agency dynamics still shapes decision-making in marketing. The industry continues to debate the value and effectiveness of brand campaigns.

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