The 1960s was a decade of profound change, and nowhere was this more evident than in the world of advertising. As a marketing enthusiast, I’ve always been fascinated by this era, often referred to as the “Golden Age of Advertising.” It was a time when creativity flourished, and the industry underwent a seismic shift that would shape marketing for decades to come.
The Dawn of a New Era
The 1960s ushered in a new age of advertising, one that broke away from the staid, product-centric approaches of the past. This was the era of the “Mad Men,” a term coined to describe the advertising executives who worked on Madison Avenue in New York City[1]. These creative minds revolutionised the industry, introducing bold new ideas and techniques that would forever change the face of marketing.
Key Figures and Agencies
At the heart of this revolution were several influential figures and agencies that dared to challenge the status quo. One of the most prominent was Bill Bernbach, co-founder of Doyle Dane Bernbach (DDB). Bernbach was a true visionary who believed in the power of creativity to sell products[2]. He famously paired copywriters with art directors, a practice that was uncommon at the time but is now standard in the industry.
Another key player was David Ogilvy, often called “The Father of Advertising.” Ogilvy founded Ogilvy & Mather and was known for his belief in research-based advertising and his emphasis on the importance of brand image[1].
Mary Wells Lawrence was another trailblazer, becoming the first female CEO of a company listed on the New York Stock Exchange when she took Wells Rich Greene public in 1968[2]. Her agency was known for its innovative and often humorous campaigns.
Groundbreaking Campaigns That Changed the Industry
The 1960s saw the creation of some of the most iconic advertising campaigns in history. These campaigns not only sold products but also changed the way people thought about advertising itself.
Volkswagen’s “Think Small” Campaign
Perhaps the most famous campaign of the era was Volkswagen’s “Think Small” campaign, created by DDB in 1959 and running well into the 1960s[1]. This campaign turned conventional wisdom on its head by highlighting the small size of the Volkswagen Beetle at a time when American cars were getting bigger and bigger.
The ads featured a tiny image of the Beetle surrounded by white space, with clever, self-deprecating copy that played on the car’s small size and unconventional design. This campaign was revolutionary not just for its creativity, but for its honesty. It didn’t try to make the Beetle into something it wasn’t; instead, it celebrated the car’s unique qualities[3].
Avis’s “We Try Harder” Campaign
Another groundbreaking campaign was Avis’s “We Try Harder” campaign, also created by DDB. Avis was the second-largest car rental company, behind Hertz, and the campaign boldly acknowledged this fact. The ads stated, “Avis is only No. 2 in rent-a-cars, so why go with us? We try harder.”
This campaign was revolutionary for its honesty and its ability to turn a perceived weakness into a strength. It resonated with consumers and helped Avis significantly increase its market share[4].
The Shift from Product-Centric to Consumer-Centric Advertising
One of the most significant changes in advertising during the 1960s was the shift from product-centric to consumer-centric advertising. Prior to this era, most advertising focused on the features and benefits of products. The 1960s saw a move towards understanding and appealing to the consumer’s emotions and desires.
Emotional Appeal
Advertisers began to realise that consumers didn’t just buy products; they bought into ideas, lifestyles, and emotions. This led to campaigns that focused less on what a product did and more on how it made the consumer feel.
A prime example of this was the Pepsi Generation campaign, which debuted in 1963. Rather than focusing on the taste or quality of the product, the campaign associated Pepsi with youth, energy, and a modern lifestyle. It was one of the first campaigns to target the youth market specifically, recognising the growing economic power of the baby boomer generation[5].
Brand Personality
The 1960s also saw the rise of brand personality. Advertisers began to create distinct personalities for brands, giving them human-like characteristics that consumers could relate to. This was a significant shift from the more straightforward, product-focused advertising of the past.
One example of this was the Marlboro Man campaign, which began in the 1950s but reached its peak in the 1960s. The campaign created a rugged, masculine personality for the brand that appealed to men’s desire for adventure and independence[1].
How Techniques from this Period Still Influence Modern Marketing Strategies
Many of the techniques developed during the Mad Men era continue to influence modern marketing strategies. Here are a few key areas where we can see the legacy of 1960s advertising:
Creativity and Visual Appeal
The emphasis on creativity and visual appeal that began in the 1960s is still a cornerstone of modern advertising. Today’s marketers understand the importance of standing out in a crowded marketplace with eye-catching visuals and clever copy.
Storytelling
The 1960s saw a shift towards storytelling in advertising, a technique that remains powerful today. Modern content marketing, in particular, relies heavily on storytelling to engage audiences and build brand loyalty.
Consumer-Centric Approach
The move towards consumer-centric advertising in the 1960s laid the groundwork for today’s focus on customer experience and personalisation. Modern marketers use data and technology to understand their customers’ needs and preferences, much like the Mad Men used focus groups and market research.
Brand Building
The concept of building a strong brand identity, which gained prominence in the 1960s, is more important than ever in today’s crowded marketplace. Modern brands invest heavily in creating and maintaining a consistent brand image across all touchpoints.
Embracing Controversy
The willingness to embrace controversy and push boundaries, seen in campaigns like Volkswagen’s “Think Small,” is still evident in modern marketing. Brands today often take stands on social and political issues, recognising that this can help them connect with their target audience.
The Legacy of the Mad Men Era
As we look back on the Mad Men era, it’s clear that this period was truly transformative for the advertising industry. The creative revolution that began in the 1960s set the stage for the dynamic, multi-faceted world of marketing we know today.
The shift from product-centric to consumer-centric advertising, the emphasis on creativity and storytelling, and the recognition of the power of brand personality are all legacies of this era that continue to shape modern marketing strategies.
As marketers, we owe a debt of gratitude to the Mad Men (and Women) who dared to challenge conventions and push the boundaries of what advertising could be. Their innovations paved the way for the rich, diverse landscape of modern marketing, where creativity and consumer understanding are paramount.
The next time you see a particularly clever ad or a powerful piece of brand storytelling, take a moment to appreciate the legacy of the 1960s advertising revolution. The spirit of innovation and creativity that defined that era continues to inspire and guide us today.
References and Further Reading
[1] The Evolution of Marketing: From Mad Men to Social Media Influencers https://8thirtyfour.com/2023/05/31/evolution-of-marketing-mad-men/
[2] Madison Avenue: The advertising revolution – TBS Barcelona https://barcelona.tbs-education.com/news/madison-avenue-the-advertising-revolution/
[3] The Evolution of Advertisement: Learning from the Pioneers of the … https://www.timefordesigns.com/blog/2023/09/01/the-evolution-of-advertisement-learning-from-the-pioneers-of-the-1960s/
[4] Nostalgic Ads’ Effectiveness: 1950s and 1960s Strategies https://unlimitedexposure.com/basic-digital-marketing/929-6-ways-1950s-and-1960s-nostalgic-ads-are-still-used-today-in-digital-marketing.html
[5] Why the 1960s was the start of the ‘Golden Age of Advertising’ – MBC https://wearembc.com/why-the-1960s-was-the-start-of-the-golden-age-of-advertising/
[6] 1960’s Advertising: How Did We Get Here? – Beans Marketing https://www.beansmarketing.com.au/post/1960s-advertising-how-did-we-get-here
[7] Kickin’ It Old School: 5 Still Relevant Marketing Techniques from the … https://rockcontent.com/blog/kickin-it-old-school-5-still-relevant-marketing-techniques-from-the-60s/
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