January 2016

As most of you are aware, I purchased Chisano Marketing Group in November 2014, and on the surface, little changed for staff or clients. Yet with the purchase came a refreshed philosophy about how we would conduct business moving forward, and now one year later, a new name.

For sure, the traditional advertising agency model, while still intact, has changed greatly. In my early “mad men” days, advertising agencies were considered the “keepers of the brand” who understood customers better than their clients. With only a handful of demographic profiles, and relatively few media outlets, the math was fairly simple.

But all that changed, seemingly overnight. Here’s why:

Customers got smarter...
Consumers today understand marketing, are more cynical about it, and have more control over it. They filter, reject, zap, or completely ignore marketing messages. This is partly a function of technology and partly a function of the growing deluge of information we all must wade through to function in the world. The customer is now the boss; a content manager who decides what messages to accept, when and where.

Clients got smarter...
Traditional agency clients got smarter about their markets, their customers, and their brands. New technologies allowed for more effective measurements and ways of tracking sales, customer inquiries and ROI. UPC code scanners, Internet technologies, touch-point management and a host of new measurement tools are now at the disposal of marketing departments. The role of the agency as brand steward eroded a bit.

Media got smarter...
There is a print publication, smartphone, tablet, website, cable channel, newsgroup, chat room, blog, app, and satellite radio station for everyone and every business segment. Today, there is an array of media options more integrated, interactive and intimate than ever. Determining the right vehicle and the optimal mix is a challenge we all face every day. Not to mention developing the right message for distinct audience segments.

So today, 78MADISON’s philosophy has evolved into a role we describe as the “keeper of clarity”.

If we can achieve clarity in a sea of media and consumer complexity, everything else will naturally fall into place. We can scan the horizon for the newest tools, techniques, and trends, subsequently employ the strategy that best suits the needs of the assignment.

Which brings me to our name change – 78MADISON…

With the old owner no longer associated with the firm we felt it was time for a fresh new name, and some CLARITY about our identity. The entire staff got involved; and similar to what we would do for a client’s branding initiative, we built a mini-war room to drive the process. It was both fun and enlightening, and in the end, we landed on 78MADISON.

How did we ultimately land there? Three primary reasons. First, 1978 was the year I began my career in this incredibly creative business – thus 78. Second, the word Madison evoked many relevant meanings to the staff: In 1978 I began my career on Madison Avenue in New York - it’s where my guiding business principles were formed; while our business has changed greatly over the years, too many, Madison remains a word that is positively associated with advertising prowess; and, there is no doubt that the AMC series MAD MEN made people nostalgic about our industry, and we wanted to ride those coattails. Third, we felt we could highlight the letters AD in the word Madison, to emphasize the core business we are in – advertising. This particular thought helped to drive the final look of our logo.

We are excited about the future of our agency and the relationship we have with you.

We are committed to bringing clarity to each consumer experience with your brand by delivering consistent, compelling messages at every media touchpoint we choose. 78MADISON’s charge will be to get consumers talking about your brand.

The official change took place January 1, 2016.

Looking forward to the future,

Joe Bouch
78Madison is a full-service marketing communications firm - advertising agency - located in Orlando, Florida.