To celebrate its 100th Anniversary, the 4A’s has partnered with The Drum to pull back the curtain and look at an industry full of problem solvers, creative types and analytical minds. But what keeps them going once the briefs are written, the campaigns executed, and the pitches won (or lost)? The Drum is now interviewing 100 people at 4A’s member agencies — across all disciplines, levels, regions, and agency types — to get a glimpse into what drives them at work and what fuels them in life.
Joanna Young is the management director at Team One and has more than 15 years of experience in strategic planning, working with brands such as JPMorgan Chase, HSBC, The Ritz-Carlton, Charles Schwab and more.
At Team One, Young leads the research initiative that the company calls the Global Affluent Tribe, which studies the attitudes, motivations and behaviors of the world’s affluent.
Before her work at Team One, Young worked at Havas for four years working on accounts such as Paypal, Liberty Mutual, NYSE and more. Her impressive history also includes time at agencies including DDB, Deutsch and FCB.
Young’s work at Team One and her leadership with the Global Affluent Tribe, as well as her passion for innovation, show that she is living beyond the brief.
What’s the biggest issue the industry faces? How would you solve it?
For far too long, we’ve given away leverage to clients who commoditize us as interchangeable vendors (of TV commercials, logos, banner ads, etc.) rather than value us as partners. We need to re-remember that we are in the business of ideas. We creatively solve problems, rather than simply peddle executions or the latest shiny tactic – VR for the sake of VR; digital analytics that don’t answer any questions a client actually cares about. And to do this, we need to know their business better than they do – ALL of us – creative, account, strategy, media, interns and CEOs alike.
Everyone “hates” advertising. What do you think the world would be without it?
A world without advertising is a world with less choice and fewer colors. People do not complain about something that inspires them, excites them or provides true utility. What they supposedly “hate” about advertising is to be bombarded with messages they don’t care about, at the time and place that they do not want it. Advertising should continue to intrigue and activate -- but do so in ways that are useful and delightful to the unique individual, and keep helping to define the spectrum of choice.
What do you believe your legacy in advertising is/will be? Why is that?
Providing a fresh perspective on the aspirations of the world, through my work leading the Global Affluent Tribe™ Study at Team One. We investigate the evolving motivations and values of the world’s wealthy, to truly understand what they want and why (rather than simply trend spotting on what’s “in” right now). A fundamental truth uncovered is that affluents today are not like those of the past: they are more progressive, inclusive and entrepreneurial. And these characteristics trickle down to the rest of the world, leading to a profound shift in what all people want and admire.
Where was the last place you traveled to? What did you learn from that trip?
Earlier this year, I was in Lyon with my husband and 2-year-old girl. With zero time to prepare, we did the opposite of every other trip we’ve ever taken. No methodical Googling for offbeat-but-delightful recommendations. Zero reservations made. And not a single picture posted to Instagram. Instead, we went grocery shopping and ate a lot of strawberries. At the Musee des Beaux Arts, we spent more time sitting in the garden than looking at art. We ate bad Chinese (with fantastic French wine)… and I learned to be present and still, rather than frantically straddling the past and future.
How would you define “a life well-lived”?
Ultimately, I think it’s having the freedom to focus on the pursuits that one feels are most important to them. According to the 4700+ affluents we surveyed in the Global Affluent Tribe™ Study that I oversee, a “life well lived” is one of warmth and opportunity: their absolute highest priorities is to spend time with loved ones and pursue avenues of personal growth. And I completely agree. What a true luxury it can be to be able to focus on family and pursue personal development rather than waste time worrying about bills or obligations!
To pitch someone from a 4A's member agency for Beyond the Brief, please complete this linked form.
FAQs
The immediate benefit from a total advertising ban would arguably be to people's wellbeing. In a world where nobody was being manipulated to desire what they don't have or to feel that buying more things will make them happy, people might be more happy and content with their lives.
How would daily life would be different if there are no advertisem*nts? ›
A life without advertising would mean a very boring evening because in the morning, most of us would still be in office, but in the evening there will be very little entertainment to bank upon. The entertainment industry would collapse because most of the entertainment industry is funded by advertising,” he added.
Why is advertising no longer important? ›
First, consumers are now bombarded with advertising messages from a variety of sources, making it difficult for any one message to stand out. In addition, consumers are increasingly skeptical of marketing messages and are more likely to tune out or ignore advertising that they feel is not relevant to them.
What will really happen if we get rid of advertising? ›
Most advertising does not sell products, it influences brand selection. For that reason, if there was no advertising it would make it much more difficult to launch a new business and become competitive and sustainable. If it's a new product it would take a very long time for knowledge of its existence to spread.
Do we really need advertising? ›
It gives customers something to connect with. And don't be afraid if they don't like it; those who don't will stay for your product and their own experience. As hard as it is to switch to something new, it's even more fascinating to try something new. Or something being spoken about, or something you connect with.
Is advertising good or bad for society? ›
Advertising can also be harmful when it is used to sell a product or service that is not beneficial to the customer. It can be used to spread false information. It can be used to discourage people from taking action that would be helpful to them or to others. Advertising is a tool that can be used for good or bad.
How does advertising impact our lives? ›
Creating awareness: Advertising can make people aware of a product, service, or idea they may not have known about before. This awareness can influence their decision-making and potentially change their behavior. Shaping attitudes: Advertising can shape people's attitudes towards a product, service, or idea.
How advertisem*nts impact the society? ›
Advertising helps businesses promote their products and services, which can lead to increased sales and profits. Additionally, advertising can raise awareness about important issues and products, and it can persuasively communicate messages about social issues.
Why is advertising important in today's society? ›
Advertising is important in the modern world because it creates a positive image of a company, influences people's decisions, and helps businesses reach prospective buyers. It allows people to know about various products in the market and stimulates competition.
Why is advertising important? ›
Advertising is a marketing activity that can help you to reach out to potential customers and encourage them to buy your products or services. An effective advertising campaign can help you to: increase customer reach. build customer awareness of your business and brand.
Not only do advertisem*nts have a negative effect by portraying harmful stereotypes and products, but they also play an important role in negatively influencing the environment, posing harm to our economic sustainable development goals.
Why you shouldn't stop advertising? ›
It builds stronger customer relationships. It's important to engage and stay top-of-mind with your target audience at all times. Consumers never stop buying products and services, so you shouldn't stop catering to them and their needs in your messaging.
Does advertising make us unhappy? ›
The researchers found an inverse connection between the two. The higher a country's ad spend was in one year, the less satisfied its citizens were a year or two later. Their conclusion: Advertising makes us unhappy.
Are ads still effective? ›
In the digital age, one might think print ads are obsolete. However, studies have found that print ads evoke a stronger emotional response compared to digital ads. The tangible nature of print media allows consumers to engage more deeply, thereby making print advertising still effective.
How much money is wasted on ads? ›
According to a report of Digital Media Wastage by Next&Co's, a staggering $5.6 billion of digital ad spend was wasted in 2022, constituting 41% of the total digital ad spend.
How does advertising affect the world? ›
Overall, advertising can be a powerful tool for changing people's behavior by shaping their attitudes, creating desire, providing information, and influencing social norms.
What would the world be without media? ›
Without it, many of the key functions of modern society would be severely impacted. In such a world, we would no longer be able to access news and information from a variety of sources. This would make it difficult to stay informed about events happening in our communities, our countries, and around the world.
Why is advertising important in today's life? ›
Advertising helps businesses promote their products and services, which can lead to increased sales and profits. Additionally, advertising can raise awareness about important issues and products, and it can persuasively communicate messages about social issues.
