In every sense, I had what you might call a lightbulb moment today. I had to replace what was once known a bulb but is now a ‘G4 Halogen capsule’. These are incredibly fiddly items that require the dexterity of a neurosurgeon to insert into light fittings. In fact, wearing surgical gloves is advisory since you’re not even supposed to touch these things with your fingers.
It struck me that the move from bulbs to light capsules is a perfect metaphor for how advertising and marketing has evolved. What was once a relatively simple business has become far more technically complex, time-consuming and expensive. But worst of all, capsules seem to have a ridiculously short life compared to their eco-unfriendly ancestors – just like advertising campaigns and client-agency relationships.
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