Australian ad industry ‘too vanilla’
Advertising in Australia is too vanilla and marketing directors are looking overseas for big bold ideas, a panel has told the Mumbrella 360 conference.
Marketing director for the Sydney Opera House Victoria Doidge said she looks to agencies for big bold ideas, and she doesn’t find them in Australia.
“I think most advertising is vanilla at the moment,” she said in the panel discussion moderated by MEC chief strategy officer James Hier.
“Unless it’s engaging a conversation, unless it’s creative, unless I care enough to share, I’m going to ignore it, so many of us are probably working on campaigns that people aren’t even seeing.”
Cop out from Marketers again not accepting responsibility for the brief – shit in, shit out.
A good brief is essential, but the old marketing adage of “Give me a global first that has already had proven success” also springs to mind…
Victoria Doidge is correct in part but I would also add that there are many very conservative clients out there who are either too scared to go with a “big, bold idea” or wouldn’t know one if it hit them on the head.
The reason we’re not seeing this kind of stuff in Australia is because clients aren’t buying it. Not because it isn’t being presented. Ask any half-decent agency – I guarantee they have a stack of brilliant work that never got made.
Perhaps you should lead the charge Victoria. Buy some top shelf work and other clients will follow.
You could always challenge yourself to come up with a good idea instead of looking to copy the US / UK? its that mentality that is stopping innovation in australia.