The Yassification of Mad Men
The Yassification of Mad Men
Three advertising employees tackle the toughest conversation—advertising
Picture this: it’s the first week of December. Maybe the first snow has fallen, maybe it hasn’t (climate change—you never know). You’re minding your business and I should be too, but alas, you receive a Snapchat from me. It is time. The Google Year in Search Ad has gone live. Hell has broken loose.
Yeah, I’ll say it!!! I cry at commercials! I purchase things from my Instagram ads! I am an advertising agency’s manic pixie dream girl!!!
But what about those who work at the agencies? Are they all Mad Men-esque shady figures—chainsmoking, mansplaining, and churning out mediocre rip-offs of brilliant ideas from women at the company they claim are more brilliant? (Sidebar: I haven’t actually seen Mad Men but this is just the vibe I get from everyone who has seen it. No hate to Jon Hamm if this is off-base.) Are they all Ozs behind curtains who know the most strategic way to make me cry is by setting their ads to Grammy Award Winner Olivia Rodrigo’s smash hit, driver’s license?1 Are they….. some of my best friends????
This week, I talked with three advertising icons about what they do, what they consume, and what they think about their industry.2
What is your name and a one-line self-ad?
Blair Baker— Good ‘til the last drop!
Courtney Wong— A 9-5 strategist, a 24/7 creative thinker.
Riley Patterson— Huge fan of checking boxes.
What is your position and, in essence, what do you do?
Blair: I am a strategist at McCann, specifically working on MasterCard. TLDR; I research consumers to help create messaging that resonates with consumers.
Courtney: Strategist at VCCP where I inform creative work and brand positioning through strategic insights. Currently working on the Google, White Claw, and Soul Cycle accounts.
Riley: Senior Associate, Media Planning. I strategize the best places for clients to place their ads. Once the campaigns launch, I monitor performance and optimize where needed.
From your perspective, how does advertising shape or attempt to shape culture at large?
Blair: Advertising shapes culture by creating the "ideal" life for consumers. Think about the beauty industry: because brands make anti-aging creams, the way they advertise is by telling consumers that you don’t want wrinkles, and LOOK! We have the solution.
Advertising is so much of the media we consume (the average modern person is exposed to around 5,000 ads per day) meaning it is how we are being socialized to culture.
Courtney: Advertisers try so hard... SO hard to be a part of culture. You sit in on any meeting at any advertising agency and that is all they are talking about.
In practice, there are a lot of ways advertising reacts to or reflects culture. You see ads that try to dismantle stigmas and stereotypes. You see ads that comment on the pandemic. You see ads that rehash the latest meme.
But in terms of actually being the ones shaping culture, it's hard for me to distinguish what came first—the chicken or the egg. We have seen advertising reinvent the creative field with the boom of influencer culture. Now, essentially anyone can become an "influencer" or "creator," but is that because advertising wanted to financially back that avenue, or is it because consumers showed advertisers it was worth their money?
As a strategist, we are always working hard to try and identify consumer behaviors and trends for advertising as a way to tap into culture. But with the speed of culture today, I don't know if it's clear who is shaping who.
Riley: I feel like it's just another example of 'art imitates life' and vice versa. Companies like to capitalize on what's happening in pop culture by using top songs, celebrities, and jokes/memes in their advertisements to be relevant. Then, whether the ad is a hit or miss, it could be talked about on social media (think Super Bowl ads).
It's a virtuous cycle that goes in both directions. Advertisers and audiences feed off each other.
Do you feel like advertising has a net positive or negative effect on consumer perceptions?
Blair: I think it has the POTENTIAL to be net positive by putting positive messaging into the world, and it is definitely going towards that way. Gen Z is so demanding of the brands they consume to be inclusive. But as it is now, I think it is still leaning towards net negative.
Courtney: Net positive in a general sense. Advertising plays a huge role in the way we make decisions about what to buy (aside from the actual quality and use of the product itself). Advertising is how a brand's meaning is formed and what causes people to make purchasing decisions. Of course, there are skeevy brands and scams that will always be the exception, but overall, I think advertising helps inform people about what is out there that can either fill a need or fill a desire.
Riley: Net positive, because I've never really heard of a brand being fully canceled for their ads. The infamous Kendall Jenner Pepsi ad and the insensitive Black Mirror-esque Peloton holiday ad, as bad as they were, did not bring the demise of those brands. Like everything in pop culture, everything is forgotten as fast as it's absorbed.
What do you think about the potential for more positive messaging? What do you feel is the best way towards that?
Blair: There is definitely potential. I did some research in college that found that people respond super positively to diversity in advertising. The best way toward more positive messaging is diversity in the ad world—more LGBTQIA+ representation, more BIPOC representation, and more women in leadership positions!!
Beyond that, consumers purchase brands that have positive messaging so brands have to have positive messaging to have consumers.
Courtney: There is definitely a potential for more positive messaging, and I think we've seen more brands try to take on more purposeful stances in the last few years. But we've also seen consumers become more cognizant of when a brand is simply spewing bullshit statements that don't actually align with the brand's actions. Authenticity is at the core of a successful connection with consumers.
Riley: Inclusivity is one of the biggest trends in advertising now and everyone wants to get in on it, but I don't think every brand needs to go so hard with it as some of them do. As a deaf gay man, sometimes I roll my eyes at the amount of inclusivity some ads pack into a 30-second spot for air freshener, for example, and this isn't even including rainbow washing during Pride. A gay couple spraying Febreze—what a concept!
Obviously, I think it's important for these images to be normalized, especially for younger people, but working behind the scenes in advertising, it's almost obvious when a group of straight white cis-men came together and said ~diversity~. I would love to see more brands showing off what good they're doing in the world, whether is working to be carbon neutral or using sustainable materials, etc., but it's a double-edged sword because why spend money making an ad about that when you could be donating that money or using it to build better business practices?
It's a thin line to walk and the line is not a straight one. You can't always predict how audiences will react to an ad, regardless of the intent behind it.
What is it like to work on a brand that you don't personally believe in?
Blair: It can be super tricky—it's hard to create compelling messaging for a brand when you don't want to purchase it. It basically is just less fun and harder to get into different mindsets.
Courtney: I have worked on a couple of brands that I didn't personally buy into or feel had an immense role in people's lives, and it was challenging on a professional and personal level to find the best way to sell them.
What I tried to focus on was the fact that I did still see many people raving about their love of the product or their emotional connection to the brand. Understanding that, my personal beliefs aside, there are customers out there who do find joy from having this product in their lives helped me tap into a different mindset when working on the account.
Riley: Living in New York and working for automotive brands is extremely ironic because I have no need for a car, but I'm expected to convince millions of other people that they need one. I haven't had an experience working for a brand that I don't personally believe in, but I have been a part of brands where I'm not the target audience so I sometimes feel less passionate when I'm catering to others and not people like me. (Does this sound selfish? Maybe.)
On a larger scale, how do you reconcile your personal beliefs with your occupation? Have they ever been tested?
Blair: They are definitely tested. I don't agree with capitalism, consumer culture, or the messaging ads put out. It's really frustrating when you are being asked to sell fast fashion or purchase food from a restaurant with some super conservatives beliefs.
The way I reconcile is that 1) I do like the day-to-day of my job. I love researching and understanding consumers, and 2) I like to think I can make a change from the inside. If I can bring up a point that we are lacking diversity or neglecting a group’s experience, then I am making a positive change.
Courtney: I remember in one of my advertising classes in college, my professor went around the room and asked each person individually if they believe in capitalism. And then he said, "You have to believe in capitalism if you want to work in advertising."
I honestly hadn't thought about it that way until that moment. I always saw advertising as a very personal career option in which I could earn money from being creative. I failed to remember that advertising works in a larger economic structure, and I have since tried to be more cognizant of the many sides (negative and positive) of the ad industry. Like that it can prey on vulnerable people, is highly inflated with money, can take advantage of data, can push beliefs on others, etc etc.
It can feel silly to be working hours and hours—getting paid far above other vital professions—to figure out the best way to sell a beverage or a pair of earrings or chickpeas. I'm still working out how to cope with that reality.
Riley: I always love having the opportunity to work on any LGBTQ+/disability campaigns because it's something I'm passionate about. Whenever an opportunity has arisen, I try to get involved in any way I can.
Sometimes, however, your idea of diversity may not be the same as the client's, and, being at the junior/associate level, your influence can be minimal but being along for the ride is enjoyable when the team is as passionate as you.
All three of you live in New York City: what is the advertising culture like there and how does it impact you?
Blair: It is grind-city. Just like most other jobs in NYC, it’s all about who can work the longest hours, not take a vacation, and be super busy. I think I am pretty good at setting boundaries of work-life balance but I still feel guilty when I have a light day or don’t work insane hours.
Courtney: In my experience, I feel like the ad industry in NYC is hustle culture-y and competitive. Many people are just trying to win awards, appear brilliant, strategically position themselves, and overwork themselves.
But at the same time, the wave of Gen Z professionals, the pandemic, and the awareness of burnout definitely make the current climate contrast with the Mad Men days. I think working virtually has given people some time and control back when it comes to their professional lives overshadowing their personal ones.
I will say I do love the energy of ad agencies here. Everyone I've met is extremely kind and supportive. The workplace (both physically and digitally) is a casual, candid space. By nature of our job, everyone is very plugged into culture and creativity. I can't say that this is exclusive to New York City ad agencies, but most people believe NYC is THE hub for advertising. So I think it's fair to assume that many of the most passionate ad professionals come here with immense energy that can lead to a hustle culture for the good and the bad.
Riley: Every agency has a different culture, and every team has a different culture. On the agency side, you're usually confined to your team and don't meet many people outside of your team unless you're going into the office so experiences can be vastly different within the same company.
Loyalty at the lower levels is next to none, the pay can suck or you can dislike your team/client, so you go somewhere else to see if that's the right fit. With the abundance of agencies and roles in this city, it's not uncommon to be moving around since it's the best way to get a raise/promotion.
As advertising employees and consumers, how do you respond to advertising in your personal life?
Blair: I still am a hoe for a good ad. Most of my belongings are from Instagram targeted ads, but I def perceive ads from an insider POV. I often am thinking about the strategy behind an ad or think to myself, "WHO LET THIS HAPPEN?" Not going to lie, I also pretty much always press "Skip Ad" on YouTube.
Courtney: I have become way more analytical about the advertisements I see. But not in the way people outside of advertising are probably analyzing ads. Instead, I am asking questions like, "Why did they choose this platform to run this ad?" "How did they get approval for this concept?" "Who is their target audience?" "What was the insight behind this?"
I also think about my love of certain brands and products, analyzing my own behavior as a consumer. "Why do I love this brand?" "Why do I keep buying their products?" "How does their content make me feel?"
My work brain is always running.
Riley: I hate advertising in my personal life. I pay premiums on services to avoid ads. If a free game I download gives me too many ads, I delete it.
Every once in a while, I'll see an ad for something that actually motivates me to go to the site or look up more about it and I'm grateful I saw it. For me, it needs to be a right place, right time ad for me to appreciate it. I say for me, it's special—it's literally the goal of advertising to reach audiences at the right places at the right time—it's my job.
What are your thoughts on cookies and targeted advertising (remember: I am someone who repeatedly buys things from Instagram ads)?
Blair: I love them. When people bitch about being tracked, I’m like 1) what do you have to hide? and 2) I promise you’d prefer ads that make sense to you. I, personally, do not want ads for hunting rifles and men's underwear.
Courtney: I honestly couldn't care less about cookies and targeted ads. I think it's very important for successful digital advertising because, without it, the consumer experience would be a terrible, ineffective, and irritating thing to deal with. I don't want to see ads for a new sports betting platform, as I'm sure my boyfriend wouldn't want to see ads about a pearlescent body moisturizer. Cookies and targeted ads are the results of the realization that we are not one mass market, but individual people who have different wants and needs.
And from my experience with qualitative research, I don't think people are too concerned about being listened to or tracked enough to stop shopping or browsing digitally altogether.
Riley: Cookies are phasing out in the next year or so it's a mad rush to test out alternatives and see what works best. Whether it's walled gardens or contextual targeting, who knows, but I'm excited to see what ends up winning. Targeted advertising is good because it's based on data and data doesn't lie, as much as we want to think we're independent thinkers when it comes to making purchases.
Also, what even is a cookie?????
Riley: It’s little bits of information websites store every time you visit so they can track your behaviors and send you relevant stuff.
Blair: A delicious snack!
What are your thoughts on the concept of brand loyalty? What do brands owe (if anything) to those who actively and consciously support them?
Blair: Brand loyalty is just how it be. There are so many options in our world that brand loyalty is basically so we don’t go fucking crazy about making every decision. I don’t think brands "owe" you anything, but I think all brands should push themselves to have more inclusive messaging.
Courtney: Brand loyalty is POWERFUL. It is what every brand wants—for you to always choose them even if they aren't technically the best of the best. Brands that understand who their fan base is and how to connect with them are the ones who earn brand loyalty, which can end up sustaining them through bumps in the road.
For example, I am extremely brand loyal to JetBlue. Even though they've done me wrong before, I will always look at JetBlue flights first when planning a trip. For me, there is something about that connection that I am proud of. I don't think they necessarily owe me anything, other than the points that I earn with each flight and a good customer experience.
Nowadays, even consumers who are brand loyal can start to question their loyalty if scandals break, hidden information is revealed, employees aren't being treated unfairly, etc. So I think brands do owe it to their fans to be a brand worthy of their support. But again, once a consumer decides they are loyal to a brand, they can hold on through rougher patches because they have a personal history with the brand.
Riley: I'm loyal to a lot of brands because I'm too lazy to put in the effort to learn about a potential substitute and many times I don't want to risk losing money on a substitute that doesn't work out. GIVE US DISCOUNTS. I have a shorts brand that I'm in love with and recommend to everyone (Bearbottom, sponsor me) and I buy stuff from them in every color, which isn't cheap, but I wish they'd give me a little something the more I buy from them.
Anything else?
Blair: Ads can be super fun! It's easy to get bogged down by all the negative but some are just really fun (see the Groundhog Day from Jeep), really emotional (any Google ad)3, and really impactful (see Mastercard True Name or any Dove Real Beauty ad)!
Courtney: Social media is a HUGE part of advertising now that companies are realizing it holds unmeasurable potential for their brands. And it is Gen Zers who are often the ones who understand it best because we have grown up with it and live and breathe our digital lives. It is Gen Zers who are often employed to run this part of companies marketing plan. I think it is interesting that young 20-year-olds are being given the keys to the castle and breaking down the barrier between brand and consumer in ways we haven't seen before.
Were you able to respond to a piece of content with a slang emoji-filled joke 1:1 with Netflix before social media?
Thank you a billion to these three amazing humans!!! I know they’re all good at what they do because all of their ads target me but they’re also incredible off their companies’ payrolls as well!!!!!!!!!
Or Harry Style’s Sign of the Times, which Google did in 2020.
Fortunately, there was no chainsmoking or crying involved.
Oh, we know.