Mahopac Author Chronicles Advertising

Eric Gross Author James Othmer of Mahopac has written a new book—Adland, that went on sale last week. James Othmer has seen it all in the advertising profession.

The Mahopac man has written a new book, Adland—Searching for the Meaning of Life on a Branded Planet, released last week to rave reviews.

Othmer spent 20 years working in the advertising profession. During an interview with the Courier last week, Othmer reflected, “Only when I left did I ask myself: ‘What was the job all about? What role did it play? How is advertising changing?’”

Othmer described his life in advertising as “interesting. I served from the end of the ‘Madmen’ era—the early ‘80s— through today when advertising has been transformed to a digital model. My story is unique all right because I had a front row seat to some of the biggest changes going on in a $64 billion global industry.”

Othmer weaves his tale of representing some of the advertising industry’s biggest players—George Lois and Doyle Dane Behrnbach—when money was not the option and very few places existed to place ad dollars except for print, radio, and television.

Othmer said men like these helped make “America a consumer-driven country. Today, advertising entrepreneurs are finding out that television isn’t everything, with so many other choices out there, including social media and the Internet.”

Othmer’s book also studies the ethical implications of having worked in the advertising industry for two decades: “Should a person work on a cigarette account? What about a hard liquor account? Are you comfortable selling fast food? What about stretching the truth in an ad?”

Othmer said at various times during his career he was asked to work on such accounts that included KFC, Citibank, Dannon Yogurt, and AT&T: “I always tried to use my own moral judgment and ethical standards on my work because I realized that advertising doesn’t have the greatest reputation in the world.”

Othmer recalled how many people in the advertising profession are “so caught up in their work that they don’t ask themselves: ‘Am I doing the right thing?’ Was it wise to create an ad for a piece of fried chicken containing a dozen different types of sodium?”

Othmer said unscrupulous advertisers are rarely associated with the “big brands. Big brands realize if they say the wrong thing because of the power of the Internet they will be exposed and will be boycotted.”

The book has been written for anyone interested in what the author refers to as the “madman era” as well as what it was like to work at the height of the “information age as American commerce transformed from an old model to a new information style.”

The book is filled with tales of colorful characters and funny stories. One of Othmer’s favorite anecdotes deals with a trip to Louisville when he was introduced to a franchisee at a KFC convention: “I said the wrong thing about the Colonel and I thought my hosts were about to lynch me. You don’t blaspheme the Colonel when visiting Louisville, Kentucky!”

Max Berry, author of Company, called Othmer a “witty and charming tour guide who chats about his own humiliations while leading his audience toward the birthing room of advertising.”

Seth Godin, author of Tribes, called the Putnam resident “one of my favorite authors who takes you inside that world and makes the people and places real.”

John Gerzema, author of The Brand Bubble, called the book a “highly enjoyable romp.”

Adland went on sale last week at the Pawling Book Cove, Barnes and Noble, and wherever books are sold. It is also available online.

Othmer’s first book, The Futurist, published in 2006, is in the process of being made into a major motion picture. Othmer said a director and screen writer have been attached to the project by Reason Pictures as well as a “very good Hollywood actor who has expressed interest. I am not allowed to identify the person at this time but I am keeping my fingers crossed.”

The Futurist is the story of a man who is paid to tell people what comes next in corporations and government. Othmer said the lead character is a “big liar and isn’t very good at what he does. The story turns out to be a hoot and enjoyable comedy.”