A lack of respect is bad for ad agency new business. You might not be able to change the perception of our industry but you can control the perception of your agency.
Over the last decade, the advertising industry has become one of the least liked by Americans. In a recent Gallup Poll Advertising and Public Relations ranked 10th on a list of the least respected industries in the nation.
Author Tim Williams is an author and consultant, closely associated with the advertising industry. In a recent article, that is generating some buzz, he raises the question: “Is Advertising a Profession?
Tim writes, “By referring to advertising people as “professionals” and advertising agencies as “professional knowledge firms,” I’m stating my belief that advertising and marketing is – or at least should be – a “profession” in the same league with law, accounting, or architectural firms.”
He goes on to state that the true definition of a profession presents a much more rigorous standard than just being good at your job. Standards such as:
- Professionals are accredited
- Professions require continuing education
- Professions are based on the study and application of science
- Professions adhere to “higher aims” than self-interest or economic benefit
Given the above standards, is advertising a profession?
Tim’s opinion is that the advertising industry isn’t there yet but it should be.
“To be respected as a profession, the advertising and marketing business must take a much more evidence-based approach.”
” … after over a hundred years’ experience with modern marketing, advertising agencies should be a lot more conversant and knowledgeable about what works, what doesn’t work, and why. we should be a lot less focused on deliverables and a lot more focused on outcomes.”
Jason Falls, educator, speaker and author of the book “No Bullshit Social Media”, in the world of digital marketing and social media, was blunt in his response to Tim’s article that I posted on my Facebook page:
“ Uh … Thousands have made a living for their whole lives doing nothing but. That guy’s full of it and just looking piss people off.”
Douglas Burdett, president of Artillery, a full service advertising agency in Norfolk, VA, had just the opposite reaction:
“Great post – have shared it w/my local AAF chapter!”
Do you agree or disagree?
Click on the following link to read Tim’s complete article, “Is Advertising a Profession?” and share your opinion by taking this twt Poll: Is advertising a profession? or weigh in with your opinion in the comment section below.
Posted by Michael Gass 
