Although not the most enlightened speech, I find JWT's Sean Boyle's lecture on "How To Fix Advertising" rather informative on perhaps where many traditional ad agencies have stumbled. Overwhelmed by concerns to appease nervous clients and anticipate consumption behavior, many firms have allowed themselves to transform from bold, idea-driven shops into risk-averse, cautious, and therefore mundane places of employment, ultimately impacting the work.
The basic tenants of his argument:
1: Start Telling The Truth
2: Stop The Politics
3: Start Having Fun Again
4: Stop Overthinking Things
5: Start Doing Something
6: Stop The Incessant Research
7: Start Doing Good
8: Stop Banging On About Digital
9: Start Ups Again Please
10: Stop Using Animals In Commercials
It is a cautionary tale that too many agencies have ignored, so check it out:
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yes. yes, yes, yes. the #1 thing: START TELLING THE TRUTH. it is a bit of a mission statement or perhaps manifesto but it is what must be in order for advertising to feel less offensively consumer.
the problem is that this industry exists BECAUSE of consumer propensities.
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