A BRIEF HISTORY OF SELLING STUFF (ACCORDING TO KESSELSKRAMER).
There are several paradigm shifts in the history of advertising.
One was the moment when the first Egyptian turned papyrus into a poster. Another was the creative revolution of the sixties, when advertising creatives first began working in teams.
And another took place roughly last Wednesday.
Until very, very recently, most of advertising was divided by media specialties. If you wanted a multimillion-dollar cinema commercial, you went to one type of agency.
If you wanted a mass letter informing housewives about an exciting development in frozen foods, you went to another.
In turn, the men and women who created ads defined themselves by whatever media they focused on.
ATL meant “Above ...