‘We’re not in a great place right now’: Telstra creative head says Australian adland is falling behind on the global stage
A lack of “great creative work” has caused Australia’s advertising industry to fall behind other countries, according to Telstra’s head of creative excellence.
Speaking on the Mumbrellacast recorded at MSIX in Sydney this week, Anna Jackson said today’s fraught environment, shaped by complex social dynamics and economic challenges, has limited creativity.
“We’re not in a great place right now,” Jackson told host Neil Griffiths
Advertising in Australia is not brave.
The simple reason is, it doesn’t have to be.
There is very little competition – every category is almost a duopoly.
Australians are not brave or laid back – they are conservative, risk adverse, and terrified of doing the wrong thing.
The advertising we get is a reflection of what we are.
You lost me at ” ..look at empirical data from Cannes Lions,..”
Everyone knows Cannes is a variety metric.
Creative is not the end goal.
Effectiveness is the end goal.
Can you make, what I’m sure, is smart point without trying to just sound smart? I read it three times and don’t understand what you’re saying.
The smartest person in the room [as per usual]
Spot on. Not only shortage of creative ideas but a plague of obscure, boring and sometimes plain dumb ads everywhere. We’ve lost our mojo (pun intended)
Don’t Shoot the messenger. Perhaps a factor contributing to a lack of increased business, is poor customer service, pricing, increased competition, which enables to companies to provide shareholder return.
Large companies rely on “external stimulation” to keep the market moving rather than look at their own basic offers.
” Is this a pointless ad? ” I don’t know as I didn’t see it, however, If this along with, what I believe, the rather confusing ads they ran during the Olympic broadcasts are a sign of the latest Telstra marketing. Their rationale has lost me.
You’re 100% correct, the cognitive dissonance between our perceived values and personality as a nation and what they actually are is staggering.
What I was trying to say was some companies believe that more marketing can be the panacea of all ills. My philosophy is that the business model has to reflect a value proposition to which marketing can be applied