Once upon a time, advertising agencies were an integral part of every business plan. The smart folks at the agency would come up with great ideas, and then sprinkle these ideas all over the media in hopes of driving sales and/or awareness. Short of using coupons, ROI wasn’t easy to prove and when those messages would disappear, you’d have to do it all over again. More ideas. More media buying. Over and over and over. Not only was this an expensive endeavor, but it was also unsustainable.
It was how business got done, and from the 1950s through the mid-2000s, this approach was pretty much the only way to achieve marketing goals. So everyone did it.
But then, naturally, everything changed.