‘I really worry about creativity in this business’: McCann’s Nicole Taylor on the importance of diversity
Nicole Taylor, who joined McCann Australia as its CEO in June last year, has told a room of aspiring advertising executives she worries “about creativity in this business”.
Acknowledging her comment sounded “like a cliche”, Taylor explained she sees creativity being “done better in other places”.
Nicole Taylor, The Monkeys Melbourne’s Paul McMillan, Special Group’s Lindsay Evans and Richards Rose’s Digby Richards
“. . . management consultants ‘don’t have creative cultures, they don’t have and support the weirdos and the different. That’s not how it works’ ”. Most companies don’t either.
The more she says the better this industry is.
What Nicole has said in Advertising is the same in so many other industries that have forgotten why and who they are in the business for in the first place.
Making money by doing what ever shouldn’t start with “If I can do that cheaper and with some smart trickery then I can make lots of money from my clients”
Thats very 80s and 90s thinking and it shows up even more in marketing and advertising.
So much marketing in Australia still looks like it has come from the 90s board room, Male , pale and stale.
Alternatively its also clear when a campaign has started with a great idea with the end consumer clearly in mind and the rest has been taken away from the creative process.
Does that still happen these days?
I think its called being disruptive.
the management of agencies and the management of consultants are ultimately the same type. agencies seem to have forgotten their leaders are generally administrators or finance people now – just like consultants are.
All the senior creatives are men. So, that’s not diversity, is it?
“Taylor said she wants to attract diverse talent” – Speaking as an agency copywriter of several years and a disability advocate, it’s not just in the agency where we need more diverse talent. The CREATIVE PROCESS needs more diversity. Our copy needs to start reflecting our culture. Not just because it’s socially responsible, but because it’s a very smart and profitable business strategy.
Yes, there is a ring of truth in what you say, but there is also a danger of creativity becoming a socio-political soft propaganda machine.
We do it already when we pander to social and political correctness, making it unlikely that the kind doctor will be a male doctor, and ensuring that the person doing the home laundry will be a stay at home dad (a house husband) There well may be a case for either or both, but there is the problem of manipulation for PC or lobby group pandering for safety reasons.
Brava Nicole Taylor.
I have worked with some of the greatest creatives in the business for over many years. I have also done a lot of schlock ( for the money) for a good many corporate go places type people who managed to hold the job down but had less idea about creative than a smoked mullet.
Diversity is very important, a wide mix of truly artistic endeavor must work within a commercial frame. There can be no argument that men are better creatives than women or vice-versa, we live in a world of people, and diversity is key.
I have sometimes been inclined to think that Australia is afraid of “arty farty” or “airy fairy” to the point of a kind of creative phobia.
I just looked at McCann’s key creative people. They ARE all men. Please explain your definition of ‘diversity’.
The definition of diversity runs well beyond gender.
Would an agency whose creative people were all women be better?
Would a creative team of 50% men and 50% women be ideal?
I imagine that your question is more politically oriented than creative, and if so, I can understand why and I can sympathize. Creativity has many components to its definition, but in essence, it’s largely an art form, with a spoonful of science.
I think gender mix is desirable, but it is less about numbers and more about the freedom of the individuals to explore, share, and contribute. Creativity suffers when it is bridled by convention or politics of any kind.
Thanks Richard, but with all due respect, I wasn’t asking you. And no it’s not politically motivated. I’m just sick to death of people ‘talking’ about diversity and not actually doing anything about it. There are talented female creatives who are looked over time and time again because… why? It’s very easy to write an article about diversity, but when you are not actively promoting it, it’s very hollow indeed.