As you can see in this rather fetching video...
“Something is rotten in the state of advertising. CEOs and marketers tell us that working with agencies is painful and laborious. Agency people tell us they feel undervalued, overworked and stifled by poor processes. And the poor old punter is left faced with advertising that is at best forgettable, and at worst insulting to the intelligence.
Surely there's a better way?”
How To Make Better Advertising And Advertising Better – The Manifesto for a New Creative Revolution
Nice! Is it possible to place a pre-order? The sound of the press reminded me of this btw: http://youtu.be/SPcoOjhfgAs?t=6m36s
ReplyDeleteSorry Parvez, no pre-orders but we'll post up on the blog as soon as we have them...
ReplyDeleteWhat's the "content" of said book?
ReplyDelete"Something is rotten in the state of advertising. CEOs and marketers tell us that working with agencies is painful and laborious. Agency people tell us they feel undervalued, overworked and stifled by poor processes. And the poor old punter is left faced with advertising that is at best forgettable, and at worst insulting to the intelligence.
DeleteSurely there's a better way?"
How To Make Better Advertising And Advertising Better – The Manifesto for a New Creative Revolution
Just added it into the post, thanks for asking anon.
DeleteDoes it suggest putting more animals in adverts?
ReplyDeleteAnon16:50 here, thanks for clearing that up Mr. Sell Sell.
ReplyDeleteI'd have to point to holding companies and their never-ending quest to milk every last penny from anything they can.
Agencies mark up media space for shitty banners they spent five minutes on and bill it to the client.
They bombard the punter with emails, trying to pry your personal information out of your cold dead hands so they can sell it to other companies.
They try to make the next Candy Crush in hopes that punters will storm the app store gates in droves and sign up, further giving away their personal details to be drowned later in promotional emails.
They want you to "like" or "retweet" or "mention" their inane "content", just to show the client how effective it is and justify a 20% increase in budget.
They hire their management and creative leadership based on how high their salaries are, to further bill the client and justify their fees, never mind the actual quality of the work.
They make ads that are not about selling but "feeling feelings" in the hope that the punter associates a positive emotion when they're absent mindedly browse the shelves at Tesco for a bog cleaner.
Creative processes are needlessly drawn out and complicated, with 50 rounds of amends before it goes to the client so the time sheets are always chock full of extra billable hours.
Creative briefs are haphazardly put together deliberately without any thought to them so the agency can re-write it together with the client, claiming a "collaborative process", further adding to the time sheets.
Quantity over quality is emphasised at every turn in the creative process instead of figuring out what the problem is and coming up with the best idea that'll solve it.
Advertising agencies have been turned into these monstrosities that do anything but what's on the tin.
They're trying to justify their existence with made up psycho babble and numbers, to keep the clients mystified and on a leash.
I can't remember the last time I was given a brief that was just about selling some shower gel. Or a car.
I'd also point to computers and Photoshop, but it's lunchtime and I need a pint and a half before I go back to working on another utterly senseless brief some planner with a PhD in astrophysics has cobbled together while taking a dump.
Will the book be about by Christmas?
ReplyDelete