What did you make today?…Posted: December 1, 2008
pic courtesy psd
Obviously as soon as I decided that working for Advertising/Marketing Communication Agencies is going against Ray Kurzwiel‘s collection of charts (as cited in the excellent Kevin Kelly article ‘The origins of progress‘) and was thus not really for me…
…within no time (ok…a couple of months) there follows a flurry (actually… only 2) interesting pieces about why Advertising Agencies should ‘make’ things:
Ad Age talking about widgets
and BBH (via Ad Age) effectively talking about themselves (how un-Ad Agency like…) but saying something interesting.
(I particularly liked this comment:
“Are you kidding me Mr. Bogle? BBH needs to gain “empathy and commercial awareness of what our clients go through”…
What have you been getting paid for again? It should be shocking for any client to learn what a former beam of creative genius like BBH is doing these days to claim relevance: “Zag takes agency staffers out of the creative bubble and into the world of business as experienced by their own clients.”
Hello: you were supposed to GUIDE clients through their business challenges. Are you telling us, that you have been hiding in your ‘creative bubble’ all those years so that do do your job now you would first need to brush up your ‘experience in business’. If I was your client, I would have assumed you were done interning during college.
As much as I respect creative agencies’ attempts at interdisciplinary thinking and their desperate need for non-creative revenue streams: your rationale behind Zag sure exposes the irrelevance of your core business. Shocking.
Martin Albrecht, CROSSMEDIA – ALI HECKMANN | NEW YORK, NY”
All this obviously didn’t come soon enough for me.pic courtesy oskay
My view was pretty much summed up by 2 Seth Godin pieces:
As suggested in earlier pieces on this re-blogitory, I found myself in a no-man’s land and subject to Melchett’s Law (as described here):
Couldn’t get Agencies to understand that they should ‘make’ things other than ads – things that add utility or at least different experiences of entertainment, if they want to interrrupt their prospects and customers.
Couldn’t get Clients to understand that an ‘Advertising’ budget could include ‘making’ things and shouldn’t just mean traditional media.
Without further comment, perhaps things are changing although I suspect Ray can undo his seatbelt for a while…