However, what it seems to have done is remove the imagination from advertising and make it all direct sales. “There are certainly all kinds of new media and new modes of communication and that should inspire new creative ideas. How we deliver the idea is different, that’s for sure. Things that are entertaining, interesting and uplifting will always be attractive to everyone. We are running away from creativity to pretend we are something we are not.”īut the counter view is that the grandiose TV ads and print campaigns of yesteryear just don’t play well with millennials. Everything else, aside from ideas, they can get somewhere else. We have forgotten that the only unique benefits we can provide to clients is imaginative thinking and creativity. We’re pretending to be data and analytics companies. “So what we are doing is playing the other guy’s game. The global holding companies are investing way more in data and metrics than creative people these days. And, as a result, we have stopped investing in creativity. “It’s in a slow-motion death spiral because we have forgotten what we are about and we are trying to compete with consultants and data companies now. Do you stick to that line now in 2017 when the young generation at least don’t read newspapers or magazines, when adblockers are widely used and nobody watches linear television? Surely, the industry is in transition at best and managed decline at worst? You said in 2014 you can’t kill advertising and when the asteroid hits there will only be two things left, copywriters and cockroaches – and the clients will be the cockroaches. “No client is ever going to say: ‘Just do whatever the hell you want.’ That’s not realistic and we don’t live in a world like that, but if you show them success and develop trust they will allow you to do different things than they otherwise would.” If you can put their interests before your interests that creates a really good relationship between a client and an agency, which then allows you to do better work. Of course, you have to earn the trust by doing things that are creatively and commercially successful, and aren’t self-indulgent. If they don’t trust you, you can’t do anything. “If the client trusts you, then you can do pretty much anything. So what makes for a good account and a good client then? “My favourite accounts to work on have been Qantas, which was a delight to work on at my first agency, and indeed Toyota.” Which has been the best experience of your whole career and why? You’ve worked with many of the top international brands including McDonald’s and Toyota. I have 3,300 newsletter subscribers and I usually get a 50 per cent open rate, which is pretty good when you think that a marketing newsletter would normally get around an 11 per cent open rate.” Half comes from the United States and half from the rest of the world. The readership is also remarkably international, as is the case with my newsletter. “I usually get 3,000-5,000 readers a day and on a good day it will be 10,000. But it does get me a lot of speaking engagements, which pay nicely and are enjoyable. The advantage of the blog is not so much in selling my books as nobody really makes money on niche books anymore unless you write bestsellers. I don’t do it for money, I do it out of frustration more than anything else. The thesis can be read here (PDF, 2 MB).“Well, I’ve never monetised it and I have no intention of monetising it. I wrote slowmoVideo as my bachelor thesis at ETH Z?rich.
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