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By Elaine Wong
Mad Men, the hit AMC drama, shows advertising during its supposedly golden age of rampant alcohol abuse and sexism. The female panelists at Thursday's "Mad Women" event, part of Advertising Week, endeavored to show how far the industry has come since then.
Speakers including Wenda Harris Millard (the former Martha Stewart Living Omnimedia co-CEO who is now president of consultancy Media Link) and Angela Courtin, svp of marketing at MySpace, discussed some of the trends and dynamics shaping marketing today. The rise of social media, brands' desire to join the conversation without being "disruptive," and clients' unwillingness to pay top dollar for agency work—when many can perform the same duties in-house—are all changing the way agencies and the creative business operate, the panelists said.
The latter is clearly a risk, because "once you reduce your fees, you can never put them back up again, and once you give something away for free, you can never charge for it again," said former Bartle Bogle Hegarty U.S. chairman Cindy Gallop (shown here), now a marketing consultant.
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