My panel at ARF re:think

I had a short panel discussion at the ARF’s re:think conference on the gap between marketers and agencies.

This being a research conference, I expected questions regarding research methodology.  Fair enough.  The research clearly got some audience members feeling defensive – one exchange went like this:

Audience member: "What’s the purpose of advertising?"
Me: "Is this a trick question?"
Audience member: "No."
Me: "To drive sales."
Audience member: "How do you define sales?"
Me: "Is that a trick question?"
Audience member: "No.  The purpose of advertising isn’t to drive sales."

This is what’s wrong with advertising today.  More people need to be aware that they’re part of a business.

Being: Peter Kim