It's a bit strange, but the biggest news story in advertising today is TRIO being bought out by AFIKIM (an ultra-orthodox ad agency). Now, if you are a secular person, you wouldn't understand the immensity of this merge. But in a world in which there are only three major players (not like around 20 in the non religious market) it's a giant step that probably propels AFIKIM straight into leadership. Yet still, it's just a business.
A question that was being asked for a long time by my friends and myself is: "Do the ultra-orthodox advertising people don't care about anything else but money? doesn't good advertising count?" For me, as an advertiser, after working in this sector for 4 years it''s still puzzling. From experience, I know some people who do care and actually changed the ultra-orthodox market, with sharp and intelligent creative work, but since most of them left, things seem to slip back into incoherence. So, let's just hope the new APEK-AFIKIM group will do more than just merge and give us something to write home about.
Amen
A question that was being asked for a long time by my friends and myself is: "Do the ultra-orthodox advertising people don't care about anything else but money? doesn't good advertising count?" For me, as an advertiser, after working in this sector for 4 years it''s still puzzling. From experience, I know some people who do care and actually changed the ultra-orthodox market, with sharp and intelligent creative work, but since most of them left, things seem to slip back into incoherence. So, let's just hope the new APEK-AFIKIM group will do more than just merge and give us something to write home about.
Amen
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