It was Warhol who said:
A Coke is a Coke and no amount of money can get you a better Coke than the one the bum on the corner is drinking.
When I say Democratic this is the definition I’m talking about. Where it is accessible to everyone, irrespective of knowledge/background/education/colour/religion etc etc…
I read this article in Adage about how a small agency was gazumpted (love that word) by a corner coffee shop. It made for interesting, if scary reading.
But the truth is that it’s true. And I think that this is a result of a few things:
- Low barriers to entry (technology) – The standard technology that is now used in advertising is available to all and sundry for a relatively small price (and coming down all the time) – this applies to creation as well as tracking. Anyone with a laptop can create an ad
- Low barriers to entry (knowledge) – There is no industry standard or minimum qualification like lawyers/financiers have. Anyone can join in and do it
- Low barriers to entry (skills) – the above two PLUS the fact that the overall skill base of consumers with creative software is improving (‘thanks’ Adobe and Apple for making this stuff cool!)
- The market is ripe – clients are looking to make their money go further and small, one man shops will be much cheaper and keener (even if they may take a little longer)
- Good enough is enough - everyone is covering their arse and doing something (even if wrong) is often seen as better than waiting to do the right thing