5 Still Relevant Marketing Lessons from “Mad Men” & Advertising in the 60s
5 Timeless Marketing Lessons borrowed from Madmen and the Golden Age of TV that still make sense in 2023
Anybody remember the critically acclaimed show “Mad Men”?
For the uninitiated, if Marketing and the Advertising world fascinates you, go watch this show — at least the First Season!
Back to what I was saying, this critically acclaimed TV series transports us to the swinging 1960s, when advertising was going through some major changes, and marketers were unleashing their creativity.
The World War had ended more than a decade ago, boomers were being born, rapidly, and there was some sense of stability, fun and of course Television had captivated audiences in what was termed as its Golden Age.
Set in the fictional Sterling Cooper advertising agency, the show provides an enthralling look at the advertising scene of that era.
In this essay, we’ll dive into the key marketing lessons we can learn from “Mad Men,” its depiction of advertising practices, and some real-life anecdotes from the advertising world of the 1960s, that still hold relevance for your Branding, Marketing and Advertising exercise even in 2023.
1. Storytelling is Everything
“Mad Men” is famous for its captivating storytelling, and guess what? That’s exactly what advertising is all about!
Creating compelling stories that connect with your target audience helps forge an emotional bond with the brand. Don Draper, the show’s main character, is a storytelling genius who knows that effective ads evoke emotions and desires, rather than just selling products.
In a B2C context, sky is the limit — you can demonstrate this using a start to finish story of your ideal “persona” engaging with your brand at all touchpoints that matter. See this Cadbury Dairy Milk Silk Ad aimed at Indian Gen Z audience.
In a B2B context, this would make for a great case study or a demonstration using your ideal customer and his pain points — collecting usecases and targeting them one by one through stories of people running businesses and how they solved their problems.
Lesson from the 60s
Embrace storytelling as a powerful tool to captivate your audience and leave a lasting impression.
A real-life example from the 1960s is the legendary Volkswagen “Think Small” campaign, which used minimalist and self-deprecating humor to create a lasting impact and make Volkswagen a major player in the U.S. automotive market.
2. Don’t Be Shy to Unlock Desires
Desire doesn’t just have to be about “sex.” Desire means different things to different people.
As an alive and breathing human being, there are things we aren’t aware of consciously that prompt our behavior and motivate us to take action.
It is about exploring who your target audience actually is — what they really want at their core!
One thing you’ll notice in “Mad Men” is the emphasis on understanding human desires and motivations. The characters constantly dive into the minds of their target audience to craft messages that tap into their hopes, fears, and emotions, resulting in ads that feel personal and relatable.
Lesson from the 60s
Create stellar marketing campaigns, get to know your audience’s desires and motivations, and tailor your messaging accordingly.
Take “The Marlboro Man” campaign of the 1960s as a perfect example — it successfully turned Marlboro from a primarily female-targeted brand into the ultimate symbol of masculinity, and it still hasn’t lost that appeal, not at least entirely.
I personally like to narrow it down — and target who it is going to appeal to, and figuring out the “Persona” is a crucial exercise.
You can use this free tool from the incredible team at Hubspot to create your own free Marketing Personas before you start thinking of Branding, Marketing or Advertising for your product or service.
3. Brand Image Matters
Throughout “Mad Men,” a strong brand image is shown to be vital.
The Sterling Cooper agency frequently works with clients to develop or revamp their brand image, understanding that a consistent and coherent brand identity is crucial for long-term success.
Lesson from the 60s
Invest in building and maintaining a solid brand image, as it lays the groundwork for all your marketing efforts.
Do not leave your reputation to chance or gossip; it is your life’s artwork, and you must craft it, hone it, and display it with the care of an artist. — The 48 Laws of Power, Robert Greene
Avis’s “We Try Harder” campaign of the 1960s is a shining example, as it embraced the company’s underdog status and highlighted its commitment to top-notch customer service, resulting in a significant increase in market share.
4. Keep up or Get Left Behind
The 1960s advertising scene was constantly evolving, with new technologies and media platforms emerging.
The characters in “Mad Men” had to keep up with these changes to stay ahead of the competition. The show serves as a reminder that the marketing landscape never stops changing, and marketers must be agile and adapt their strategies to stay relevant.
Lesson from the early 70s
Stay up-to-date with industry trends and new marketing channels, and be ready to adjust your strategies to seize new opportunities.
The Coca-Cola “Hilltop” commercial of 1971 is a prime example of adapting to changing times and using advertising to create a unifying and feel-good brand image.
There was a war, there was rebellion, there was a new generation, there was a change…and then there was this timeless masterpiece
A Side Note…
On a side note, well Artificial Intelligence is getting ripe and here to stay. Whether you like it or not, you need to explore the tools available, get a feel and see where it fits in for you specifically.
And, I am not saying that you go and copy paste everything as it is directly from Chat GPT or whatever; however, you must know how to engineer prompts for Chat GPT, Midjourney, Dall-E and other popular AI tools at our disposal today.
Considering the moral and ethical implications, you must discipline yourself to only use these in the capacity of an assistant, as if you were a senior fancy professional with a secretary and an intern.
Pick what you want, train these models to do better, and use what you can.
Explore or perish because others will learn and they will use it better than you do — and by the time they keep getting better, you will just be starting out.
5. Get Creative and Innovate
“Mad Men” highlights the importance of creativity and innovation in advertising. The show’s characters are always pushing the envelope, developing groundbreaking campaigns that capture attention and leave a lasting impression.
Lesson
Foster creativity and innovation within your marketing team, and aim to create campaigns that stand out from the competition.
The “Daisy” ad from the 1964 Lyndon B. Johnson presidential campaign is a fantastic example of how innovative and powerful advertising can influence public opinion and make a significant impact.
Summing up the 5 Marketing Lessons from Mad Men and 60s Advertising
“Mad Men” might be set in the 1960s, but its marketing lessons are timeless. Today’s marketers can take a page out of the golden age of television advertising playbook.
Through storytelling, you can delve into human desires, focus on a strong brand image, adapt to change, and promote creativity. A great story can convince just about anyone whether it’s your team, a client or the greater world.
Let these lessons and examples inspire you to push the limits and create unforgettable campaigns that resonate with your target audiences.
Happy marketing!
