Making advertising less crap is its own award
Here creative veteran Chas Bayfield throws down the gauntlet to the entire industry while admitting of his own output: “Some of it sucks”.
Long game: The author loved advertising way back in 1992
Can we be honest for a moment? Most things on social media are shit. OK, I’ll qualify this a little. Most branded content on social media is shit. Dross. Appallingly unengaging dreck. Word soup. Uninspiring, energy sapping offal. You can probably think of more adjectives and nouns to describe it.
If you are responsible for this online landfill, please just stop. Unless its paying your mortgage, which I doubt it is … have you seen the money being offered to social media content managers?
It feels for the most part a creative-sounding job for people who aren’t especially creative. A job that is currently “managed” by someone wearing multiple hats including PR manager, marketing director and COO. Enough already.
My mission
I am the enemy of bad advertising. Ever since graduating from advertising school, I’ve been on a one man mission to make it less shit. I’ve been consistently amazed at how low the bar is for work to get bought by professionals who should know better. And this was the same in the glory days too. Do not be fooled, barring one or two gems, they were not in any way golden, apart from the salaries.
