Why is something we've been doing for two years suddenly newsworthy?

I write this entry on the eve of arguably the most important election in my life, and possibly in more than a generation. I decided to write not because the topic is directly relevant to Obama vs. McCain (although you can apply my thought), but instead because I saw an article that made me think and because I feel like I’m living through the middle of one of the most historic times I may ever see. We’ve got the election, an economy that is in trouble (or turmoil, or recession, or depression depending on who you read), the Phillies just won the World Series, GM and Chrysler are talking about a merger, and huge companies are now touting their realization that major media companies are becoming their newest ad agencies. That last item is what got me thinking, and what made me take action. And what better time to join the conversation.
Now to my point: Advertising Age published a story this morning after talking with Procter & Gamble Chairman-CEO A.G. Lafley. The gist of the article is that major companies are just starting to rely on their media partners for marketing ideas and advice. Those of us in the business know that this has been happening for a long time. In fact, the company I work for in my spare time (read: my real job) has been doing it for at least two years, since before I joined. Considering the average tenure of a CMO is now less than 20 months by some accounts, two years is a lifetime in the marketing world.
So why publish an article about this “new” circumstance? My theory is that the major media companies have not consistently promoted the minds within their organizations as a valuable asset that can not only serve internal purposes, but can also serve their clients, customers, and consumers. True, we’ve been doing it for a long time, but simply stating that you are doing something special doesn’t make it special to others (even if it should be). You need to shout from the mountaintops loud enough and for long enough that someone else hears your sermon, and relays your message. When P&G decides to come out and talk about using a media company to support their organization’s marketing goals (either in place of or in addition to their agencies), media companies around the world have finally been heard. The notion that the special service is available is not itself newsworthy. The fact that a major international company is willing to talk about how they actually use the service is indeed newsworthy.
As you move forward in whatever you do, through these interesting times and into the next stage of your business, always remember to promote yourself and your services over and over and over and over. One press release, one week on the radio, one TV commercial, or 1,000 banner impressions won’t do it. You need to invest the time (and the money if you have it) to tell the story of your special product or service. Tell your story to one person every day. Eventually, one of those people will share your story through a megaphone and you’ll be able to capitalize on your work. Even if it takes two years.