Magazine article Marketing

Stop Whingeing and Enjoy the Real Excitement

Magazine article Marketing

Stop Whingeing and Enjoy the Real Excitement

Article excerpt

Grrr. Just what exactly is going on? In a recent Private View column for Campaign Tim Delaney refers to "all the articles and talk of the doom-laden future awaiting the advertising business". There's one every day. Someone from Lintas wrote in a Laser Sales magazine (of all things) about ad agencies not being respected.

It's probably not fashionable to suggest that these are the most exciting days the ad business has seen for years.

The breathtaking advances in technology have opened up more avenues for creativity than ever before. From the Reebok Ryan Giggs spot, for example, to virtual shopping villages on the Internet, with a large dose of terrestrial interactivity for good measure.

The new (albeit implicit) social contract between consumers and businesses is requiring clients' agencies to think more fundamentally about the appropriateness of certain strategies, styles and even media. This has resulted in a rash of re-formulated "integration" ideas (again) from agencies. More interesting, though, are the arrival of unconventional creative forces, brought to bear upon a more unconventional marketplace. CAA is the obvious one, but take a look at how Airtours produced its film last year, or at how the fashion houses produce their work. It's great to see Damien Hirst getting into our business, it would be sad if he folded into our conventions though. Japan's model for the production of creativity is way different from ours. I'm not suggesting we'll follow it, but let's not forget that it was only about 30 years ago that DDB shocked the industry by sitting copywriters next to art directors. …

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