Advertising (2) — Creativity

If it doesn’t sell, it isn’t creative. David Ogilvy (O&M)

In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create. David Ogilvy.

Is creativity in brand communication getting better, getting worse or staying the same?

Ad agency execs will tell you that creativity is alive and well and that memorable and effective advertising is as prevalent today as it was in the past. They will also add that the fragmentation of media creates an environment whereby delivering a highly effective message is diffused and expensive. And, the new media options (digital) require new forms of creativity.

The detractors will take the view that the demise of mainstream media has hurt creativity but not as much as the changes in the advertising business itself. They point out that only small, independent shops can replicate the talent of the past. The large agencies are too busy worrying about overhead and financials than concentrating on the quality of the work.

An ad agency executive friend of mine who sold his shop to one of the conglomerates tells the story of an annual agency-wide meeting a few years ago:

All the company Presidents were asked to report on the activities of their business unit. Speaker after speaker – from New York to New Delhi – talked about revenues, profitability, new business development, overhead, etc. Finally one exec from a highly creative firm couldn’t stand it anymore and got up and shouted, “Are we ever going to talk about the f*****g work we produce?”

What’s your view? Is the advertising creative in the booze business better or worse than it used to be? Hit the comment button to the upper right of this posting and let me know your view. Or, send me an email.

Finally, the most appropriate quote from David Ogilvy for this blog…

Many people – and I think I am one of them – are more productive when they’ve had a little to drink. I find if I drink two or three brandies, I’m far better able to write.

Couldn’t have said it better myself.

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