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So the world has changed. Times are different. People are tired of ‘reality’ shows that don’t reflect reality. (Survivor is not likely to survive the season.) Runway models have traded their haute and disdain for old-fashioned smiles. (Did you see Donna Karan’s Spring 2002 show?) Advertising must now speak to a thoughtful consumer looking for more meaning and less mascara, as the saying goes. The messages have changed because we have.
The question is -- how will these changes affect the way those of us in the business of ‘mascara’ do business? To find out, Oz asked Atlanta creatives to share their experiences, both personal and professional.
Not too surprisingly, many of you have seen your clients shift agendas, priorities, and budgets. Authenticity, quality, and depth may well become the hallmarks of working in our sadder, wiser, and braver New World.
Though still in its infancy, this century has already seen great challenge. The triumphs have just begun. It is difficult to determine when the transformation started. When we began to change from conspicuous consumers to generous Samaritans. From people who prized flash to people who sought substance. Some say it started even before the recession that officially began in March, even before the dotcoms collapsed, even before Bush’s inauguration last January. It may be hard to determine when it all began but it is easy to pinpoint precisely when the sea-change took place: September 11 at 8:48 a.m.