The world of advertising has transformed dramatically in the UK over the past five decades. From the creative process to the mediums used, the strategies and tools advertisers utilise today would be unrecognisable to the Mad Men of the 1960s and 70s. In this article, we’ll explore some of the key ways advertising content creation in the UK has evolved since the 1970s.
The Creative Process
During the 1970s, advertising creatives worked largely in silos, with copywriters developing slogans and body copy while art directors focused on the visual components like layouts and storyboards. Collaboration was minimal and ideas followed a typical linear path from brief to brainstorming to execution.
Today, advertising creatives work closely together in teams, riffing off each other’s ideas in real-time during collaborative sessions. The creative process now follows a more iterative, nonlinear path allowing concepts to evolve organically. Modern design thinking ensures creators think about the brand’s audience and how their challenges can be addressed.
There’s also far less hierarchy and formality in modern agencies. Creative teams frequently engage directly with clients to develop a deep understanding of a brand’s objectives and values. Research also plays a much bigger role, with insights derived from analytics and consumer surveys shaping campaign strategies and messages.
Technology and Automation
In decades past, advertising content was crafted manually. Copy was typed on typewriters before being sent to a typesetter while illustrations were drawn by hand. Layouts were created through a lengthy paste-up and production process. Today, content creation leverages a vast array of digital tools. Copy, design, video and photography are all produced on computers then shared instantly among global teams through online platforms. Technologies like artificial intelligence even enable computers to generate images and written content themselves.
While automation is increasingly handling repetitive, low-value tasks, the human creative touch remains essential for smart branding and messaging. So, rather than replacing creatives, digital innovation allows them to focus their skills on higher-concept, more impactful ideas.
The In-House Model
During the 20th century, most major brands outsourced their advertising to large agencies offering a range of services like branding, campaign strategy, creative, production and media planning. But over the last 20 years, brands have brought key functions like branding, digital marketing and content creation back in-house. Control, cost savings and agility are frequently cited as drivers of this trend.
According to the World Federation of Advertisers, roughly 66% of brands now have some form of in-house agency capability. However, outside agencies continue playing a major role in providing objectivity, specialist expertise and capacity during peak times. So, most brands employ a hybrid model balancing external and internal resources.
Rise of Digital
Of course, the most disruptive force has been advancements in digital technology. Whereas ads once only appeared in traditional media like print, radio and television, marketers now create content for websites, social platforms, YouTube, podcasts and more. Online channels have changed everything from creative formats, production techniques and distribution methods to evaluation through detailed analytics.
Digital has also enabled more personalised, targeted communications based on data and testing. And as consumers spend more time on mobile devices, advertisers are evolving their strategies, messages and visual language to grab shrinking attention spans.
Beyond Selling
During the late 20th century, advertising focused squarely on selling products. Campaigns were built around brand propositions and key messages broadcast repeatedly to mass audiences. But modern consumers have grown wary of slick sales pitches and obvious persuasion. So today, effective advertising strives to engage rather than interrupt. Digital content offers entertainment, solutions, inspiration or useful information rather than a hard sell.
Brand purpose beyond profits has also grown more central to messaging. With issues like sustainability and diversity attracting heightened public concern, campaigns emphasise social responsibility and cultural awareness. Advertising still aims to boost profits of course, but connecting brands to audiences in more subtle, meaningful ways that resonate with modern values and emotions is also important.
The Proof Is In the Data
In previous eras, advertisers relied largely on gut instinct and qualitative feedback to gauge campaign effectiveness. But the digital landscape offers concrete performance data to optimise activities. Factors like web traffic, video views, clicks, conversions, sales, sentiment analysis, reach and recall can all be precisely measured and tracked. This allows brands to carefully monitor return on investment and pivot strategies in real time if needed.
While many core communication principles endure, advertising content creation keeps evolving as technology opens new creative possibilities. One thing that hasn’t changed over the last 50 years though is the need for compelling ideas and savvy execution to break through the noise. Because no matter how ads are conceived and distributed, getting audiences to pay attention and respond remains the ultimate goal.