Michael Farmer: Mad Men are Now Mad Robots
In the weeks leading up to Street Fight LIVE 2025, we’ll be getting up close and personal with some of our speakers, encouraging them to share stories of how they found themselves in the MULO (multi-location) ecosystem. Michael Farmer has had a long and rich career in the advertising industry and is the author of “Madison Avenue Manslaughter” and a Substack called “C-Suite Blues.”
Here, he talks about the massive shifts that have occurred between the Madison Avenue era and today. Some basic brand principles still apply!
What compelled you to get into advertising? What was your first job?
How would you assess the state of the “big agency world” these days?
“The ‘big agency world’ is in trouble, being paid inadequately for the vast quantities of work they actually do, and having to inadequately staff the work in order to generate their required profit margin. It’s their fault in that they neither document nor measure the quantities of work in their Scopes of Work, and they do not charge for the amount of work. Instead, they guess at manhours and are paid inadequately as a result. This leads them to downsize chronically and liquidate their talent and capabilities.”
How has digital media impacted the agency world? Is being older in this industry a plus or a minus?
“Digital media has created so much ad tech complexity that media agencies have put in more energy to understand and master the complexity than in answering the fundamental question about “what marketing mix and media mix are actually required to drive client brand growth again.” Ad tech complexity has also led to a loss of control by agencies; the big tech providers (Google, Meta and Amazon) control the structure and the fees; agencies and publishers play second fiddle to them.
Being older is definitely an advantage. I began my business career when a calculator, paper and pencil were the only analytical tools available. It required deep thinking to solve strategic and performance problems. Then, we had the time to do so, because everything then took more time. This was a plus; we had more time to think creatively about how to solve client problems.”
What are some of your favorite brands and why?
“I admire Toyota and Lexus among all brands — the focus on quality, the relentless pursuit and winning of market share, the loyalty and trust they show their agencies and their extraordinary bricks-and-mortar dealer networks win my admiration.”
Predictions for the future of marketing?
“AI will decimate man-hour billing and fees for agencies. Survivors will have to become proficient in helping clients grow their brands (this requires consulting-like skills and disciplines) and using creativity in meaningful (rather than entertaining) ways to drive brand growth.”
What do you do outside of work?
“I see my three children and my grandchildren, practice the piano, go to hot yoga and the gym, take language lessons and visit France as often as I can.”
We are thrilled that Michael Farmer will NOT be in France on September 30th. He’ll be with us (and hopefully you) at Street Fight LIVE 2025.
Whether you’re an agency or a brand, register today. Michael Farmer’s insights (and those of our other terrific speakers) will help ensure you’re getting the best possible advertising campaigns and delivering results.
