wurk»advertising {Your career. Your say.}

‘It’s good to see that ATL advertising has been revealed as The Emperors New Clothes’

‘Oh…you work in DM…..does that mean no one ever sees what you’ve done other than the door mat?’

Just two of the comments I’ve heard regarding the on going old skool mentality of some in this industry. It’s a bit dim really. Any communications professional will know that advertising as a whole is split across a number of mediums. From TV to direct mail, from online to print and poster, from sponsorship to in store it all fits and supports one collective objective and that is to benefit the client.

Without wishing to sound cheesy about the whole thing it is about time we scrapped the ATL and BTL boundaries and worked as a collective. ATL snobs need to realise the measurement and ROI that BTL brings. BTL needs to drop the smirk as it starts to take more and more of marketing budgets and appreciate that ATL is the image creator that lifestyles are s
old upon.