A Shift in Advertising




Like most, I watched the Super Bowl this past Sunday.


I can’t help to think that most of the ads are simply noise and don’t move me in any way.

I’m amazed to think that companies are spending $5.6M on the ad space and then whatever the ads cost to create ($1M plus…)


My feeling is that communication should move people and compel them to take action in some way.


I’m also blown away by the fact that most of the ads are B2C (business to consumer) with products that essentially no one needs.  


I’m wondering how and when consumer advertising built such a stronghold. It’s incredible.

Why aren’t we seeing ads for incredible B2B companies that are doing amazing things?

I 'm sure that the demographics of the viewers include high-level executives, presidents, CEOs and so forth that would be moved by the right message.


Instead, we’re seeing ads for Snickers, Cheetos…. beer….. that all deliver a very sub-par message.


My agency works with some of the leading B2B companies in the world and I can tell you that there are companies that are making real progress doing incredible things that I’d greatly prefer seeing ads for.


  • Companies like BD that produce cutting edge medical technology

  • Zoom helping people travel less while dramatically changing the game for video conferencing

  • Adobe eSign helping make contract signing efficient and effective, speeding up the rate of business

  • Google for Work which has allowed companies to be completely mobile and remote while still getting things done

  • KnowBe4 has had seismic growth by helping protect companies from cybercrime by educating the end-user.


I think it’s time that these B2B companies move into the spotlight and take the baton.

While there were ads I liked and thought were well done, the consumer advertising push is getting a little long in the tooth.


But I have to hand it to the behemoth advertising agencies that have somehow convinced us over the years that these products are desirable.


It’s clear that advertising works. I simply think it’s time to advertise things that are productive, improve health, happiness and the planet.


I think accomplishing this starts with redirecting advertising efforts.


Less pushing of sugar water, high-fructose corn syrup bars, and alcohol.


Let’s put our creative energy into the right things.


— Robert


About Robert Cornish: Robert Cornish founded Richter in early 2008 to build an agency focused on communication strategies that support sales growth for business to business technology-related companies. Bootstrapped with zero capital in the middle of the financial meltdown, Richter went on to make the Inc 5000 list comprised of the fastest-growing companies in America five times. Richter made the Silicon Valley Fast 50 four times and the Entrepreneur360 award two times. Robert has been featured in Bloomberg Businessweek, Selling Power Magazine, Inc Magazine and IDEA magazine. He's been a guest speaker for ACG Los Angeles, IASA Summit, West Point and been interviewed for 33Voices, EnTRUEpreneurship Podcast and IDEA Magazine by Northwood University


In 2012 Wiley & Sons published his book, What Works, about the lessons he's learned while growing his agency from start-up navigating his way to a multi-million dollar agency. Robert currently owns four companies.


Get What Works on Audible here >>> https://adbl.co/2BvqS4I

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