If the merry-go-round of pitches and creative ‘genius’ was already stale in 1965, what is the agency’s role going to look like in the era of Advertising 2.0?

When it comes to the brilliant storylines in Mad Men, I’m hopelessly addicted. I can’t look away. As a bonus, Mad Men comes with historical perspective – in terms of social norms and rituals, but also in terms of how the advertising industry works.

In terms of how far we’ve come in the last 40 years, social progress has been amazing. When it comes to the actual business of ad agencies, so many of the tired old memes and themes linger on to this day, it can be downright depressing.

In a recent episode (510), Christmas Waltz, the agency is feeling the financial heat from a client spending hiatus (Mohawk Airlines). But not all the news is bad. They’re getting ready to pitch new business to Jaguar. It’s not exactly General Motors, but Draper Cooper Sterling Pryce doesn’t yet “have a car,” and will be the smallest agency in the pitch proceedings. Pete Campbell is desperate to get this “car.” In the partners’ meeting, fossil Bert Cooper seems distracted, and finally blurts out a typical non-sequitur: “They’re lemons! They never start.” Don Draper is too cynical to jump on board Pete’s pitch train at first, but he seems to warm to the idea when this new mission (the umpteenth of too many to remember) gives him something spirited to do (spend all of his time in the office, like he used to) now that he’s quarrelling with his young wife (who used to spend all of her time there, with him).

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