Dan Wieden: creative need to ‘rethink’ advertising business
Dan Wieden, the man behind Nike’s ‘Just Do It’ tagline, has said “we will die before we sell” as he urges creatives to “rethink” the advertising business in order to create more interesting work.
Speaking at yesterdays Communications Council’s leadership forum lunch in Sydney, Wieden, of Wieden + Kennedy, told the audience: “You and I can do better. I believe my work and your work are getting both a little too familiar. It’s good, it’s sold. Don’t get me wrong, I’m making money, you’re making money. But is this the best you and I can do? Are we living up to what we asked of ourselves back in the day?”
“I believe the problem we face is some sense of entitlement,” he said.
“Unfortunately we got into a groove, we developed a sensibility that was so fresh, so much fun, so precious and we learnt how to reboot variations of it year after year. We treated this work like it was some sort of fine crystal.
