Advertising, ad campaigns, ad agencies, and the people that make it happen

As promised. Here is the preface for “MadScam” from Steve Hayden… Beautiful…

In the ruins of ancient Pompeii, archaeologists discovered a Greek character pressed into the now-frozen dust of the city’s streets and byways.  After much study, they determined that it was a logo embossed on the soles of prostitutes sandals, so wherever they walked, they left a trail of footsteps that said, “Follow me!”  Thus proving, once and for all, that advertising is the world’s second oldest profession. To celebrate this discovery, I am proud to present one of the maddest rants about the depredations, machinations and general skullduggery of my chosen career ever penned to paper. Now it may seem somewhat contradictory that a senior executive at a major Madison Avenue advertising agency should be writing the preface to a book whose primary purpose is to show small and medium sized businesses how to avoid using the services of major Madison Avenue advertising agencies. But my fond hope is that by following his advice, your business will become very, very large.  Perhaps global.  Then, in gratitude for all the trouble, pain and lucre George’s wise counsel has spared you and your company, you’ll give your account to me. Without a review. Because while everything George says about the evils of ad agencies is absolutely and incontrovertibly true, my agency is the one exception.  On this continent.  In this city. (This may not save my job, but it was worth the shot.) Having worked with George on numerous occasions in our equally checkered careers, I can assure you that what George doesn’t know about the insanity and paranoia of this business isn’t worth knowing.   And he knows something more: how to avoid becoming part of it. You’ll find tales of crooks, fakirs, politicians, bozos and boozers galore.  Stories to raise your hackles and the hair on the back of your neck. But you’ll also learn how to sort the wheat from the chaff.  How to cherish and nurture talent when you do find it.  And how to blaze your very own trail through the maze of marketing muzz muzz. Because, above all else, I agree with George’s opinion that in the current rush to exploit the ever-expanding choices of new media, there is an increasing tendency amongst those who should know better to give short shrift to the actual content of their communications. Or, to paraphrase on old advertising homily, “Before you can begin selling the sizzle, you have to start off with a steak.” MadScam concentrates on creating the highest quality, top grade, Angus beef, in the belief that if you do, everything else, including the sizzle, will follow. I couldn’t agree more.

Steve Hayden. Vice Chairman. Global Creative Director. Ogilvy & Mather, Worldwide.

As far as I can see... This is one hell of a book. Buy it!