{"id":39172,"date":"2010-11-18T20:41:20","date_gmt":"2010-11-18T20:41:20","guid":{"rendered":"http:\/\/rafaelfajardo.com\/portfolio\/theyre-all-well-aware-that-coding-is-now-prized\/"},"modified":"2010-11-18T20:41:20","modified_gmt":"2010-11-18T20:41:20","slug":"theyre-all-well-aware-that-coding-is-now-prized","status":"publish","type":"post","link":"https:\/\/rafaelfajardo.com\/portfolio\/theyre-all-well-aware-that-coding-is-now-prized\/","title":{"rendered":""},"content":{"rendered":"<blockquote><p>They\u2019re all well aware that coding is now prized over copywriting and that a r\u00e9sum\u00e9 that includes Xbox and Google is more desirable than one featuring stints at BBDO or Grey. Step one of their therapy, of course, is admitting there is a problem. (\u2026) The ad business became an assembly line as predictable as Henry Ford\u2019s. The client (whose goal was to get the word out about a product) paid an agency\u2019s account executive (whose job was to lure the client and then keep him happy), who briefed the brand planner (whose research uncovered the big consumer insight), who briefed the media planner (who decided which channel \u2014 radio, print, outdoor, direct mail, or TV \u2014 to advertise in). Then the copywriter\/art director team would pass on its work (a big idea typically represented by storyboards for a 30-second TV commercial) to the producer (who worked with a director and editors to film and edit the commercial). Thanks to the media buyer (whose job was to wine-and-dine media companies to lower the price of TV spots, print pages, or radio slots), the ad would get funneled, like relatively fresh sausage, into some combination of those five mass media, which were anything but equal. TV ruled the world. After all, it not only reached a mass audience but was also the most expensive medium \u2014 and the more the client spent, the more money the ad agency made. That was then&hellip;.<\/p><\/blockquote>\n<div class='attribution'><a href=\"http:\/\/www.newshelton.com\/wet\/dry\/?p=3690\">the new shelton wet\/dry<\/a>\u00a0pointing to Fast Company, click through to link to the rest.<\/div>\n","protected":false},"excerpt":{"rendered":"<p>They\u2019re all well aware that coding is now prized over copywriting and that a r\u00e9sum\u00e9 that includes Xbox and Google is more desirable than one featuring stints at BBDO or Grey. Step one of their therapy, of course, is admitting there is a problem. (\u2026) The ad business became an assembly line as predictable as [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"quote","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[],"tags":[1539],"class_list":["post-39172","post","type-post","status-publish","format-quote","hentry","tag-emergent-digital-practices","post_format-post-format-quote"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p6PWot-abO","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/posts\/39172","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/comments?post=39172"}],"version-history":[{"count":0,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/posts\/39172\/revisions"}],"wp:attachment":[{"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/media?parent=39172"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/categories?post=39172"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rafaelfajardo.com\/portfolio\/wp-json\/wp\/v2\/tags?post=39172"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}