Jeff Goodby, co-founder of Goodby, Silverstein & Partners, writes a provocative piece today in AdAge.com on the chasing of awards in the advertising business.
I found the question posed by one of the posters on Jeff's column very interesting and thought-provoking: "Is it even possible in 2009 for an ad to be famous the way ads were in 1979? The audience is gone: back then, more than 90% of viewers watched network TV in prime time. Today, it's less than 32%. We still watch TV, but we're also in a billion digital places at once..."
The question does beg the question, can there even be a "where's the beef" (Wendy's) equivalent ad campaign in the new century? Or, are media habits so fragmented that the well-known campaigns from prior decades are mere memories of what advertising used to be?