Technology has changed advertising forever because campaigns can now be launched faster and bigger. Unfortunately, the rise of the machines is causing the message to be lost said Steve Penchina, CEO of Penchina Creative. ‘What has happened in today’s world is that the computer has veered us off course,’ said Penchina. ‘We are now involved more in the execution of something than the idea of something. Just sit at home one night and watch these car commercials and they all look alike. You don’t know what it is until the end of the commercial.’ Penchina created award-winning advertising for clients ranging from Canon to Newsweek to Citibank, winning won more the 400 awards including 19 Clios. He has also been honored in Advertising Age/The New York Times ‘Best Commercials Ever Made’ and ‘Top 10 Super Bowl Commercials of All Time.’ His Xerox ‘Monk – It’s a miracle!’ campaign is in the Clio Hall of Fame. Penchina recounts his wild ride on Madison Avenue during the Creative Revolution of the 60’s and 70’s in his new book Who Wrote This Sh*t? ‘When I started out it was very different from Mad Men like you see on TV. The whole focus was on the creative product and execution. What is the idea is about? Or as they said in an old commercial from my era ‘Where’s the Beef?’’ said Pencina. ‘We were focused on conceptual advertising, or advertising with an idea. Not just execution.’ The key to mounting a campaign, according to Penchina, is making sure you have the entire strategy set out, not simply a tag line in place.
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