The loneliest place on earth (for a creative)
Ben Coulson has been the chief creative officer at Dentsu, Clemenger, VML, Y&R and George Patterson. Here, he discusses how creatives can no longer just show up with an idea and a theory – they need to bring validation.
For anyone who has ever come up with a creative idea, you’ll know the particularly vulnerable moment that follows – presenting it.
The strat team have pacified the room with the sequential logic of a hundred charts. Now you just have to show them the idea. You stand, channel your best Don Draper, and give it your all.
A distinct lack of examples here. Ben started at a time when creativity was held sacrosanct within agency, when no suit or MD could challenge the CD’s choice of work. And occasionally, that Cannes-junket-worthy choice would strike a hit in the market.
But the ‘truly creative’ solution has never proven a guaranteed success in the real world. To reiterate; there is no direct correlation between creativity and efficacy when all ‘truly creative’ (i.e. award-winning) executions in the history of advertising are taken into account. Some hit, and others miss.
So now here is an article about tinkering at the edges, when AI obliterates the notion that creativity is a rare gift held by a precious few. Meanwhile, effective marketing is increasingly tied in to understanding how to ride and game the algorithm, a far more assured gamble than ‘true creativity’.
The premise of this article cannot be taken seriously without direct proof that this tinkering does anything other than convince the client to go with a Cannes junket opportunity. Evidence please Ben.
That comment can prove that brutality and the truth aren’t mutually exclusive.
The creative strategy originally presented typically is nothing like the final creative strategy, which is essentially becomes the sell job for what the egotistical ECD thinks is a great idea.
Facts, figures and observations are often sought retrospectively to support the ‘great idea’.
It’s good to hear creatives are being held more accountable.
Poor creatives. Imagine if you had to work in media where you need 10 different sources listed for each statement you make on every slide.
Creative strategy is nothing but someone’s thoughts on a page with a loose insight based on the strategists own bias and ‘lived experience, most times without any meaningful data to support it.
It’s late and ive had a few. So a bit loose. But this a thoughtful piece and thanks. Whether you’re a mechanic or rocket scientist survival depends on keeping an open mind. following on for your Don Draper reference the greatest thing he ever said was that advertising creative are not artists they are problem solvers. It’s important to keep your head out of your arse. Save art for the pub or your garage studio.
@Anonymous that’s the biggest piece of bullshit I’ve heard in a long time. Perhaps in a few antiquated spots within the creative agency landscape, creative strategy is just “a thought on a page” but in most agencies there is rigour – marketing science, behavioural science, consumer research – etc behind what is presented. Like in media, clients demand it (and so they should).