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Alex Bogusky
It is telling to read the thoughts and opinions of MDC Chief Miles Nadal, Fast Company, and other media and industry “experts” on the exit of super creative Alex Bogusky. Specifically of note is the fact that none of these consumed minds appear remotely capable of seeing the real and obvious reason for Mr. Bogusky’s departure – MDC would not embrace the core values and integrity that Mr. Bogusky held, put forth in his work, and made his work unique and valuable. They catered to the fears of their clients, and their fears of losing them instead of asserting the awesome results they were delivering and using that as a platform for new directions. They would not change!
So, as with all of life’s expressions, Mr. Bogusky will move on and find a way. And you can bet MDC’s fortunes will quickly align with those of every other ad biz in these challenging times.
Integrity and a willingness to change, to do what has not been done, will always lead and prevail – though resistance may make the journey longer.
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We have reached a tipping point where our values fail promote human and societal benefits that or goods and services are supposed to serve. This has led to the current state of affairs where marketing occurs in an environment void of integrity. We sell relentlessly and too often without regard for rules of conduct.
Integrity is defined as “adherence to moral and ethical principles; soundness of moral character; honesty.” As part of the marketing process integrity is also a vital core agreement that establishes a foundation for establishing trust, achieving effective communication, and communicating value. Integrity is and has been substantially subverted in competition with the relentless pursuit of profits, by far the leading market value. It is spoken of. It is placed at the forefront of ethical and operational standards. Rules are established to punish unethical behavior. Yet unethical acts occur consistently, and the prevailing values are used to justify those actions. In our present state of affairs as a marketing community, ethics are nothing more than words, text and ideals that are rarely upheld.
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