I appreciated Zoe Scaman's perspective as well. And for strategy to save agencies we have to get back to having a deeper understanding of the consumer. Big data's importance (and I agree that it is important) seems to have come at the expense of qualitative research. In doing so, consumers became percentages versus people. For strategy to be successful, a balance between the two needs to occur.
Guess I should give a tighter definition. I love creatives who work alongside strategists from the offset. Who think in ideas, not ads. I don't like the many creatives who care more about D&AD more than the bottom line.
I was incredibly lucky at Droga5 to work some great ones, as I'm sure you did at BBH.
It’s late, however I’ll say this. Having left agency life and having to think about the bottom line, everyday, some of my best creative ideas have come from the freedom of not having to think about the gross margin contribution.
Perhaps we should be less critical of those who work differently to us, acknowledge that we need to free some people from thinking exactly like we do, and let people prioritise different things so they can contribute to an amazing outcome.
Like it? Dont just read, share it.
I appreciated Zoe Scaman's perspective as well. And for strategy to save agencies we have to get back to having a deeper understanding of the consumer. Big data's importance (and I agree that it is important) seems to have come at the expense of qualitative research. In doing so, consumers became percentages versus people. For strategy to be successful, a balance between the two needs to occur.
Do you really believe this or is this rage bait?
i believe it, why you so angry about it?
Angry? Not at all, merely curious. I quite like these so called ‘old school creatives’, do you?
Guess I should give a tighter definition. I love creatives who work alongside strategists from the offset. Who think in ideas, not ads. I don't like the many creatives who care more about D&AD more than the bottom line.
I was incredibly lucky at Droga5 to work some great ones, as I'm sure you did at BBH.
It’s late, however I’ll say this. Having left agency life and having to think about the bottom line, everyday, some of my best creative ideas have come from the freedom of not having to think about the gross margin contribution.
Perhaps we should be less critical of those who work differently to us, acknowledge that we need to free some people from thinking exactly like we do, and let people prioritise different things so they can contribute to an amazing outcome.
That's not the point of the piece; though is it
The point is, let's think beyond ads.
And strategists are best placed to do that.
Or sure, lets carry as normal.
As the whole thing burns down
I see.