I have been arguing for some time that attitudes to advertising have changed radically in the past two years and that any advertisements that go out using a style that was appropriate two years ago, are unlikely to win through.

It was interesting therefore to hear an exec of one of the big supermarkets (Tesco?) this morning on the radio saying much the same about shopping – that the way people buy in the stores is changing, and that those companies on the high street that have not changed their policies and their approaches to meet this sudden change in customer perception are suffering as a result.

The common thread is that when the background to life changes – for example when all the banks we trusted turned out to be run by people who really didn’t have much of an idea how to run a sustainable business, or when all the MPs we voted for had their snouts in the trough – we then start changing how we react to what is around us.

There is no doubt in my mind that this has happened in advertising, and that the adverts of 2 or 3 years ago which worked are now complete flops.

The evidence for this is not just the experiments that my colleagues and I at Hamilton House undertake each day, but also the calls we get from people saying “we always got 2% on this in the past, now it is down to 1%. Did you send it out on time?” And we prove that we did – and again explain that last year’s advert won’t work any more.

If you would like to discuss any advert that you are considering putting out, or in more general terms, how to introduce the notion of conversation into your advertising, do call me on 01536 399 000 or email Tony@hamilton-house.com