Read on Twitter
(1/5) Having an interesting conversation with a friend where they’ve posited that we don’t love advertising anymore is because we don’t seem to see as much great, captivating work as when we came into the industry. Too much of it feels like a gimmick.
(2/5) For context:
Their gimmick example: Fearless Girl which we know from insiders was pitched to no less than 10 different clients before a client picked up on it.
Their great example(s): Subservient Chicken, The Most Interesting Man in the World, Domino’s Changing the Recipe
Their gimmick example: Fearless Girl which we know from insiders was pitched to no less than 10 different clients before a client picked up on it.
Their great example(s): Subservient Chicken, The Most Interesting Man in the World, Domino’s Changing the Recipe
(3/5) They then went on to posit that part of what changed is the influence of the @cpbgroup model of going for a PR headline. This marked a turning point in the industry where we moved from creating for a customer lens to building for the trade press lens.
(4/5) You can also see this approach carried over in the diaspora of @cpbgroup creative leadership:
- Rob Reilly, Global CCO @ McCann
- Andrew Keller, VP of Creative at Facebook
- Tiff Rolfe, Global CCO @ R/GA
- Matt O Rourke, Frmrly ECD @ Grey
- Winston Binch when @ Deutsch
- Rob Reilly, Global CCO @ McCann
- Andrew Keller, VP of Creative at Facebook
- Tiff Rolfe, Global CCO @ R/GA
- Matt O Rourke, Frmrly ECD @ Grey
- Winston Binch when @ Deutsch
(5/5) I’m interested in what you all think - are they wrong? Is there better, more exciting, more effective, more salient work out there?
Is a PR-based approach the culprit? (personally I’ve always thought it was the division of attention into niche channels, but that’s me)
Is a PR-based approach the culprit? (personally I’ve always thought it was the division of attention into niche channels, but that’s me)
