For as few years now I've been growing increasingly dissatisfied with the world of advertising. A risky confession I admit.
We in Adland are now at a stage where we need to be different. Not just say we're different but think and behave differently than we have before.
It's not because the world is changing and traditional advertising is no longer enough for brands to succeed, because that's not a rule that can be applied to everyone. TV is still big business, even in the UK according to the recent write up from Les Binet in the edition of March Admap.
Adland needs to change because advertising alone, traditional or not is now not enough to attract the best and brightest creative minds.
Once upon a time conjuring up an ad idea was like opening a door to the possibility of original creativity or at least unearthing an insight that had never been expressed in 'that' way before. This still happens. But very rarely.
In the 1960's Bill Bernbach bought psychology to Adland and blew our minds as to what was possible. The value of creative advertising meant more than ever and was paid for by clients accordingly.
Today's advertising is becoming increasingly commoditised.
Why?
Because everyone thinks they can do it.
Because it's formulaic.
Because it perceived to be formulaic it is less valued.
Because it is no longer as valued, great talent is taking less interest.
Now is the time to change the rules of the game.
Not just changing the channels we advertise but change the very thing we do - advertise for other people. That means owning our own ideas, creating films, using behavioural economics to understand people, not consumers. People.
80% of the time, not 20% of time for award purposes only. A change in behaviour.
Not integrated. Not collaborated. Not media neutral. Not digital. Not analogue.
Creativity for better ideas for better lives. 80% of the time.
It is time to renew a commoditised industry, attract creative diversity and bring back the value. Not the same value as in Bill Bernbach's day but value none the less.
Who's on the right path?
Companies like Ideo, Anomoly and BBH Zag.
http://anomaly.com/http://www.zaginvention.com/
This is one future.