Do marketers and brands need to be braver?
In order to stand out from the crowd and punch above their weight, Australia’s creative agencies often feel compelled to take risks. Zoe Samios speaks with senior creatives and strategists about whether that risk should actually fall with the clients themselves, and what brave work really means.
‘Brave’ is a term often coined in adland to describe outstanding or unique creative work.
As digital and new technologies continue to change the media landscape, marketers and advertising agencies are encouraged to think outside the box to attract consumers.
At the Cannes Lions Festival of Creativity this year, independent agency Quiet Storm’s executive creative director Trevor Robinson spoke with CNBC about encouraging brands to be brave, in order to make more memorable ads.
Brave has nothing to do with it. Less time and money should be spent on white boards, meetings and courses, and those feel good presentations where people get together and take turns at ranting and blurbing at the lectern.
Creativity take considered effort and kind of simplicity, almost childlike.
It must be dealt with seriously but via a constrained reckless abandon.
The client needs to be brave, and they also need to let go. When my car is being fixed, I do not look over the mechanic’s shoulder and advise what I want done for my money.
‘Brave’ is the most over-used word in this business.
It’s a rubbish. A stupid way of framing creative.
It’s not about being brave. It’s about being smart.
Here’s a piece I wrote on bravery a few months ago.
https://www.linkedin.com/pulse/brave-client-myth-steve-may
And for the love of God, stop using the word.