The cult of adland is no more
Creative departments’ old-school way of working is over, and it’s not just because of the consultants, writes Anna Karena.
When I was a young copywriter in the late 90s, my art director and I were asked to come up with a recruitment ad for our creative department. Instead of “Creatives Wanted”, the headline we ran was “Join our Cult.” On reflection, this was a sign of the times.
And perhaps we weren’t really a cult, but creative departments of the 90s – and some of the same kind still exist – did operate on a few consistent cult-like principles. Intense hierarchy. Leaders with gangs of desperate followers. Hard places to get into. Ever-so-slightly dysfunctional, when you did.
From cult, to collaborative creativity
This year at Cannes, Publicis Groupe global CCO Nick Law noted: “We’ve gone from arrogant to under siege. It’s a strange over-reaction.”
Over-reaction maybe, but the fact this conversation was happening at Cannes signals definite disruption in our long-reigning bulletproof creative establishment.
Cool.
Brilliant writing Anna. So right about the waste in advertising. Bloody KFC had 4 teams each coming up with 3 ideas for a tvc brief. And typically there would be 3 re-briefs. That’s 36 scripts and boards for what would inevitably turn out to be another lame KFC campaign . Didn’t help that the idiot Group Head took delight in making the teams compete.
Hard to argue with but hard to change unless we start to develop leadership skills in the deepest sense within the creative community to enable them to have the confidence and skills as well as the vision . Top down thinking should start with that to enable bottom up thinking to truly emerge .
Dear mumbrella. Can we have Anna write regulalrluy for you. What a delightful read. Beautiful writing.
Thanks.
There’s nothing wrong with striving for excellence. Re-writes and re-briefs are fine; the big thing that dogs this industry is having to do them within ridiculous (and often artificial) time-frames, for free.
Thought i’d clicked on an old Op-Ed.
Nothing new here. Was true as far back as 2010 or earlier, particularly when you cite Nick Law (or in actual fact, Bob Greenberg)
The writer clearly stated the time period was the late-90s in the first paragraph.
Great article, Anna.
Fantastic article.
Would be very interested to hear any similar thoughts you may have on the channels and media aspect of the mix.
Wonderful. What a breath of fresh air Anna writes with. And what a great perspective and solution orientation. There’s never been a better time or greater need for creativity.
“You do the work and it’s done!” he’d say.
Nuff said really.
Bit more time on your hands these days Stan?