Our Journey Begins.

Most people don’t know me, but millions certainly know my work. “I’m Stuck On Band-Aid Brand,” ” A Mind Is A Terrible Thing To Waste.” “Chow, Chow, Chow,” and the list goes on and on. My work has withstood the test of time and brought me great success.

Four years ago I came to realize that nobody was paying attention to advertising any more. People were becoming advertising immune. The fact is that people were tired of being sold. So I took it upon myself to make advertising worth paying attention to once more.

First, I had to stop thinking of people as customers, or consumers, or users or “the market.” People are just people, with no time to waste on being “sold” on anything. I took the time to discover that people are only an audience for the things that are meaningful to them.

Now if you believe the current state of advertising is just fine, then don’t let me waste any more of your time. Off you go. Have a great life. But if you believe strongly, as I do, that something new is desperately needed, I invite you to read on.

The reason people ignore advertising is because it doesn’t mean anything to them. So I went through the effort to find out what means the most to almost everybody. It took me four years and cost me a bundle.

Now I am ready to find other exceptional advertising minds to create a remarkable new generation of advanced advertising practices from the ground up. These advanced practices will be known as NeoAdvertising (“Neo” means new.) and these four topics will be pillars upon which we will build.

I understand that to change this $800 billion global industry that no longer engages its audience will not be easy. It will take a small army of remarkable people to make it happen. That is why I created the Institute of Advanced Practices In Advertising: to transform this valuable idea into a reality of value.

And that is why I am reaching out to you. If you believe something revolutionary is essential to the evolution of advertising, I have something no one else in advertising can offer you. Something that will not cost you a dime, but if you are ready to change the world, something that will certainly change your life.

I am in search of one thousand remarkable people I believe in enough to entrust with my findings. Where it goes from here is a question I leave up to you. This learning process will take us both a year. At the end of the year you will know what I know about the advanced practices that make up NeoAdvertising.

If you agree to be a part of the work of IAPIA you will be licensed as one of an elite team of practitioners who will have right and the knowledge to pass on what you know during the second year of your practice to no more than ten other novice practitioners whose exceptional insight and human understanding you have come respect and admire in the course of your career. That will be it. We ten thousand members of the IAPIA will have, through our collective creativity and intellect the power to define the next generation in advertising.

Are you ready to become remarkable? Changing the future of advertising will not be an easy task. I have done a lot of the work, but there is a lot more to be done. I hope you will choose to join me. To begin the process of joining IAPIA just click here and our journey will begin.

~ by The Committee on September 27, 2008.