No room for Don Drapers in age of digital advertising

United States after the recession, the role of traditional advertising executives on Madison Avenue could soon be a thing of the past

The iconic image of Don Draper in an elegant suit, martini in one hand, the advertising campaign in the other, back to television screens around the world during the fifth series of Mad Men is issued later this month.

However, for real Drapers American life, the advertising executives of Madison Avenue, their jobs could soon be a thing of the past.

According to Ad Age, reports on new advertising and marketing, the labor market for traditional advertising executives has changed significantly since the economic crisis.

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The publication reported that advertising agencies were represented 189,700 jobs when the U.S. economy was at its peak before the recession in 2007. In January 2010, the sector lost 30,000 jobs, and although he recovered 17,000 in November last year, these jobs are not the same as that which was lost.

"There were tens of thousands of jobs in the cup of the recession, traders return on your advertising investment has led to organizations that have to do much more with fewer people. .. recruitment is certainly a prudent market, "said Rupal Parekh, director of the agency in Ad Age.

For Matthew Neale, managing director of Global marketing firm Golin Harris, the world in which advertising executives, as Draper and his team were the arbitrators' exclusive creativity and modernity has ended " .

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"Consumers today want a conversation with their brands and to be their own art directors using media like YouTube," said Neale. "This is an important reason why the old model is failing. Although this new approach can never replace the institutions, which shows how things have become competitive and advertising agencies, creating panic in the room ".

This contrasts sharply with the peak of the advertising agency of employment and industry growth, as seen through the representation of the agency Sterling Cooper in Mad Men. Former advertising executive Andrew Cracknell, who wrote a book entitled Real Men Mad, fondly remembers the time.

• "The era of Mad Men was the most exciting moment of history in advertising as a business because its product, the ads were the best I have ever known. C ' was a golden age, especially in New York. There was a great economic expansion, the war economy in time became a hit in times of economic peace ".

He said the boom has been reflected in the architecture of Madison Avenue, where the brownstone buildings were replaced by steel office and glass for 1960-65.

"It was a period of growth - the growth in consumption growth of the middle class, and the growth of competing products -. So there was a huge demand for advertising was a golden age in terms of revenues and expenses, not to mention the martini lunches. "

said that many people consider this period as a time of revolution of the media through television, "but in reality what is happening now is the true media boom, with growth Web advertising is hard to understand how to monetize the web. "
The final document of the Research Service of the U.S. Congress, which tracks trends in the advertising industry, highlights how the industry is grappling with the impact of the recession and the adaptation to the line of migration.

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