Advertising companies are facing an unprecedented crisis.
The authority of the giants began to fade, and the advertising business became besieged everywhere. The fragmented digital media seemed to be full of new subversive.
In mid April, sir CEO, the world’s largest advertising group WPP, left, causing a sensation in the industry. Sir Alex in the advertising industry for more than forty years, by investing in mergers and acquisitions, a hand to WPP (Wire & Plastic Products Group) a plastic products company, to do the advertising industry No.1. His resignation is a far reaching event in the advertising industry.
And by my side, in the past year, a lot of friends in advertising and public relations have gone to the Internet platform and content media. Friends of Dongcheng District, the friends of Jinbao Street have become friends of Haidian District and friends of Chaoyang District.
We all saw that the cake of the advertising company was cut away.
But who was cut off in the end? And how do you cut it?
In the past, the two most important barriers in the advertising industry are professionals and monopoly resources. “Either to become a giant, or to be bought by a giant”  , is almost the inevitable path for the development of advertising companies.
The big company has formed the monopoly of talents and resources through the complete system and operation mechanism built for many years. In the past few decades, the company has strongly controlled the whole chain and profit of the industry. People outside have heard of Ogilvy, JWT, and group, but they do not necessarily know that they belong to WPP company.
In the past advertising industry, sometimes job hopping only means changing floors.
But in the past two years, the whole communication environment has changed rapidly. The development of data, the rapid pace of fragmentation, not only affect the organization of the entire human society, but also quietly changed the rules of the advertising industry to divide cakes.
After the rule changes, by expanding the scale to become the largest advertising group in the world, the monopoly price is suddenly becoming less important.
Efficiency and verifiability become the new rule of advertising cake.
There is also a more vivid saying:
In the past, people kept their eyes closed for a few months to rely on their instincts for gambling. Now advertisements are more suitable for keeping eyes open to watch the numbers continue to gamble.
Keep your eyes closed for a few months on vs and watch the numbers.