How the Mad Men lost the plot - my key thought on Ian Leslie's article

I am sure you have read Ian Leslie's "How the Mad Men lost the plot" - and if you didn't, you should. It is a magnificent reflection on the years of the advertising industry, showcasing the move to digital advertising and the effects that is having in the commercial's world.

But when I read it, and though I agreed with most of it, I could not helping thinking I have a fundamental difference versus the text - and maybe versus the way advertising is thought as a business nowadays. The truth is, for me, digital (being it social media, brand websites, digital pages with its ads,...) is just the media - there is a deep, fundamental work on advertising that is about the creative idea and its campaign. And when we put it in alignment with the consumers we want to impact, that is the heart of impact and advertising. Media is an important part of the balance, but brand and creative idea need to encompass consumer and product if an advertising campaign wants to be successful. Media is the means to reach the consumer physically, but the creative idea is the way we reach it emotionally.