It’s a Long Way to the Top if You Wanna Rock & Roll: The Ever-Evolving World of Advertising

Let’s face it, the advertising world is a wild ride. Constant change, new technologies, and shifting cultural trends make it feel like you’re always one step behind—or one step ahead, depending on how you look at it. What’s clear is that succeeding in this industry requires a mix of creativity, strategy, and a relentless drive to stay ahead of the curve. If you’re in it for the long haul, be prepared: the advertising game has changed—and will keep changing.

So, how did we get here, and what can we expect in the future? Buckle up—let’s take a quick ride through the evolution of advertising.

The Pre-Digital Era: Simplicity and Stability

Let’s rewind 40 years. Advertising back then was much simpler. Think TV, radio, print, and outdoor billboards—these were the go-to platforms, and they offered a pretty predictable business model. Brands invested in TV ads or catchy jingles and targeted a wide audience, hoping to reach as many people as possible with mass-market campaigns. There was a sense of stability and rhythm to it all.

Creativity was the name of the game. Agencies lived or died by their ability to come up with clever taglines and memorable visuals. For example, the brilliance of the Nike “Just Do It” slogan was not just in the message, but how it resonated with audiences on an emotional level. Sounds familiar, right?

The one major downside? Tracking success wasn’t easy. TV ratings, magazine circulation numbers—they were the best metrics we had, and they were more about guesswork than real-time feedback. Advertisers had to trust their instincts and rely on broad, delayed data to understand whether their work was truly resonating.

The Digital Disruption: A Total Game Changer

Fast forward to the digital age. The internet and social media platforms completely revolutionized the advertising landscape. Suddenly, brands weren’t just reaching mass audiences—they could zero in on specific demographics. With real-time analytics, they could track every click, every like, and every interaction, making it easier to tweak campaigns on the fly.

But it wasn’t all smooth sailing. As the internet opened up new opportunities, it also brought new challenges:

• Fragmentation: Audiences are now spread across countless platforms. You’ve got TikTok, Instagram, Facebook, YouTube, podcasts, newsletters, and the list goes on. Trying to hit them all with a unified message? That’s a logistical nightmare.
• Ad Fatigue: People are constantly bombarded with ads. After a while, it’s easy to tune them out or scroll past. Ads need to be more creative and engaging than ever to break through the noise.
• Privacy Concerns: Regulations like GDPR have made it harder for brands to gather consumer data, forcing a rethink of traditional targeting strategies.

So, what’s next? The future seems to be heading toward highly targeted, personalized ad content—based on algorithms, user data, and, of course, creativity. But will consumers continue to put up with this kind of personalized bombardment? Only time will tell.

The Role of Technology: A Blessing and a Curse

I’m a huge fan of what (AI) and machine learning are bringing to the table, but they’re a double-edged sword. On one hand, these tools can make the whole process of media buying, content creation, and customer targeting a lot more efficient. But on the other hand, they’ve created a “race to the bottom” where everyone’s fighting to create the most content at the lowest cost.

But that’s not the whole story. The rise of influencers and user-generated content has democratized advertising. Now, even small brands can compete with giants, thanks to platforms like Instagram and YouTube.

Take Coca-Cola, for example—they’ve pushed the boundaries of AI by creating AI-generated holiday commercials. Then there’s Cosabella, a lingerie brand that’s embraced AI for its social campaigns, showing how the right tech can elevate your brand’s presence.

But, here’s the catch: the more crowded the marketplace gets, the harder it is to stand out. A campaign that goes viral can create massive buzz, but one that flops can disappear without a trace. It’s a little like playing the lottery—but with way more data.

Key Lessons from the Advertising Journey

The advertising world may have changed a lot, but there are a few lessons I’ve picked up over the years that still hold true:

1. Adaptability is Everything

Back in the day, consistency was key. Stick to your formula, and you’d likely find success. Now? Adaptability is the name of the game. If you can’t pivot quickly, especially with all the technological and cultural changes happening, you’ll be left behind. Flexibility, openness to new ideas, and a willingness to experiment are what really set successful brands apart these days.

2. Authenticity is a Must

Consumers are more skeptical than ever. They don’t just want to buy something—they want to know that the brand behind it stands for something real. In a world where everyone is selling something, authenticity isn’t just a buzzword. It’s essential. Brands, like Wild Fork that can build real connections with their audience by being transparent, honest, and relatable are the ones that will win.

3. Creativity Still Reigns Supreme

No matter how much technology changes the game, one thing remains constant: creativity is what drives the industry forward. A great idea can cut through the noise and leave a lasting impression. Whether it’s Apple’s legendary “1984” commercial or those hilarious Nutter Butter posts on Instagram, the creativity behind these campaigns is what makes them memorable. Technology can help us measure, analyze, and deliver content more efficiently, but it’s the ideas themselves that truly matter.

The Unpredictable Future

Looking ahead, the only certainty is change and the journey to the top of content creation in the advertising world remains as challenging as ever.

We love free thinking, the freedom to create and some Rock & Roll. So if you’re ready, feel free to have a Riff Session with us! The advertising industry waits for no one—but for those who thrive on innovation, it’s the ride of a lifetime.

Let me know what you think! Interested to hear your thoughts and experiences from the past, present and future in advertising.

All images and graphics were created by Simone Associates. Copyright © 2025 Simone Associates, Inc. All rights reserved.

The videos showcased in this post are the property of their respective copyright holders, including ©Apple Inc., ©Chiat/Day, ©The Coca‑Cola Company, ©Luemme Inc. (dba Cosabella), and ©Wild Fork Foods. These materials are not owned, produced, or licensed by Simone Associates and are presented solely for reference purposes.