It seems there are new battle lines drawing up in the world of advertising. Simplisticly, they followed a journey that went like this:
1. Model A is no longer relevant. It is replaced by Model B.
2. Oh wait. Actually, we didn't move from A to B, but now models A though Z can work.
3. Hold on, all that stuff in Model A still works. I did some of that Model B and then M stuff, not sure if it was any different or better. So Model A still works and is therefore the focus of most efforts supplemented with a smattering of other stuff.
4. No, you didn't actually ever commit to B nor anything one thing C through Z. Actually, you tried to do them all, at the same time, badly. Just as I can buy personalised Nike I want personalised ads. Stuff for me, only when I want it where I want it. This is the post industrial mass advertising revolution damn it. Don't you get it? A revolution!!!
And there you have it. Two factions lined up behind Stage 3 or Stage 4. It's not communism, or socialism nor even anarchy. In fact, it looks a lot like the US Democrat Vs. Republican divide. Two parties closely fighting every election collectively representing most of the country.
One for big government, the other for small government. One about the individuals, the other about the macro economy.
Each are a system of governing. Each with different values, personalities, divergent self interest and ways of working. Both kind of do the same but to different ends through different means yet still with a lot of overlap at the macro level.
If I was creating a business from scratch today I would almost certainly look to work in a way aligned with point 4. That would be so fun.
If I was handed one brand/category in a conglomerates portfolio of brands in a commodity category used by 75% of a country's population and no discernible beneficial historic perceived differentiation or spastic inconsistency I would probably align with Point 3. Can still do some amazing stuff such as what 98% of Old Spices activity is, stuff under Point 3. I would try to do Point 3 really brilliantly and break all the rules inside that model as much as I can get away with inside the machine of super conglomerate company culture.