2 years ago

The Un-united States of America. AdAge brings us this map of the future demographics based on the upcoming 2010 census. After decades of creative briefs telling us our target audience is, well, EVERYONE between 18 - 62, perhaps things will have to be shifted a bit. Having lived in three of these four regions, G&P Creative Director Ronan Doyle can attest that while technically separate parts of one country, they can certainly feel like completely different plants. The South and the West have next to nothing in common culturally, and the Northeast has always maintained a certain vibe that exists nowhere else. The creative culture even feels different in each place. Looking at the regional advertising awards shows, the work is different. It’s all excellent — after all, it’s in the shows — but the work from out West isn’t the same flavor as from New England, Chicago, or the South. So, moving forward, how do we speak to everyone, with one message. Well. We think, perhaps, we don’t.

The Un-united States of America. AdAge brings us this map of the future demographics based on the upcoming 2010 census. After decades of creative briefs telling us our target audience is, well, EVERYONE between 18 - 62, perhaps things will have to be shifted a bit. Having lived in three of these four regions, G&P Creative Director Ronan Doyle can attest that while technically separate parts of one country, they can certainly feel like completely different plants. The South and the West have next to nothing in common culturally, and the Northeast has always maintained a certain vibe that exists nowhere else. The creative culture even feels different in each place. Looking at the regional advertising awards shows, the work is different. It’s all excellent — after all, it’s in the shows — but the work from out West isn’t the same flavor as from New England, Chicago, or the South. So, moving forward, how do we speak to everyone, with one message. Well. We think, perhaps, we don’t.