A recent billboard ban in São Paulo has created emotional debate and frustration, especially among those with professional interests in maintaining outdoor advertising in this seething metropolis of 11 million people. The ban was implemented after a voting margin of 45 to 1 was recorded. The largest, most populated city in South America has gone ad-free.
Brazilian journalist Robert Pompeu de Toledo wrote, the ad ban is “a rare victory of the public interest over private, of order over disorder, aesthetics over ugliness, of cleanliness over trash. For once in life, all that is accustomed to coming out on top in Brazil has lost.”
THIS IS WHAT AN AD FREE CITY LOOKS LIKE – SÃO PAULO with no logo:
Piers Fawkes is one of the world’s leading trends specialists. Piers and his New York-based PSFK LLC provides services to clients like MTV, Corona Beer, Mother, BBDO, Fahrenheit
212, Anomaly NYC, Philips Electronics, Samsung, Intercos Italia, RadioShack, Smirnoff,
Anheuser Busch, Microsoft, Diageo and CocaCola.
On 18 September 2007 PSFK will hold a one-day conference in Hollywood, featuring presentations by leading innovators and creative thinkers, representing the latest thinking from companies like Yahoo, Starbucks, Nokia, Sony BMG, Suicide Girls, Getty Images, Vogue France and others.
What’s interesting is the fact that Piers Fawkes dropped the word “marketing” from his description of this conference. Fawkes believes marketing has 3 particular problems.
- ‘marketing’ doesn’t encompass the solutions generated by modern businesses
- ‘marketing’ has tainted the environment with advertising and promotions (i.e. urban spam)
- ‘marketing’ isn’t accessible to a new generation of creative minds
In the quest for innovation, “marketers” have unfortunately saturated our very surroundings with all manner of clutter.
This video comments on the problem:
The finger is pointing directly at “marketing”. “Marketing” needs to rebrand and relaunch itself. Perhaps the very term “marketing” needs to be forgotten and new, untainted terminology used to describe the activities that help sell products and drive revenues.
Did you know?
The number of emails sent worldwide each day, according to the Radicati Group (www.radicati.com), was estimated at about 171 billion in the first quarter of 2006.
JupiterResearch forecasts online display and search advertising spending will grow at an average annual rate of 10 percent between 2005 and 2010, reaching $15 billion in 2010.
Although the practice of marketing has been around in various forms since time began, the actual term “marketing” was first published in a textbook in 1914. This book was:
Butler, Ralph S., H. DeBower and J. G. Jones (1914), Marketing Methods and Salesmanship, NY: Alexander Hamilton Institute.
The American Marketing Association (AMA) states, “Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives”.
Everyone is a marketer, in some form or other: in our interactions with one another we are constantly “selling” ourselves, adding to the ongoing urban spam.
Read more about the ban on outdoor advertising in São Paulo here: