The Musings Of An Opinionated Sod [Help Me Grow!]


It’s Like He Was Talking About The Ad Industry. Or Pundits On China …
July 25, 2016, 6:15 am
Filed under: A Bit Of Inspiration, Craft, Management

The older I get the more I realise that life is a battle between holding on to the things you believe in and allowing yourself be engaged and entertained by the things that challenge all you believe.

My Mum was particularly good at this …

She had an incredible ability to stay open minded to all that surrounded her … ensuring as she went forward in life, she was never left behind but also never walked away from things that time, experience and consideration had taught her were of real value.

But here’s the thing …

She never went along with what was happening simply because it was happening, she invested time in it to make sure she knew what it was, why it was happening and what it would mean for her.

I say this because I feel the ad industry has for years, chased after the newest new thing to appear relevant, without ever actually considering what to do with it to make it work for them.

In essence, it’s relevance by association.

Or worse, it’s about stealing from culture rather than adding to it.

I cannot tell you the amount of times I’ve read a piece from someone in adland proclaiming they are geniuses when all they’ve actually done is repurpose something that has been in existence for years.

The irony of adland is that we talk about the future but we hold doggedly to the past.

Some of this is not entirely our fault – there is the small fact that the remuneration structure many clients insist on, is designed to keep things the same rather than drive innovation in thinking, technique and approach – but at it’s heart, many of the problems we face are problems we actively helped create, which is why unless we are willing to break the cycle, the only winner in this whole sorry situation will be Alvin Toffler’s credibility.

It’s up to us.


20 Comments so far
Leave a comment

Your Mum was someone we could all learn from. Great post, especially the term “relevance by association”, which is applicable to many industries, not just advertising.

Comment by George

the fucking best. mrs c, not you auntie.

Comment by andy@cynic

Yep …

Comment by Rob

More posts like this please.

Comment by George

That is going to be hard to do. 10 years of this blog should have told you that by now George.

Comment by Rob

“The wider any culture is spread, the thinner it gets.”

Comment by John

Isn’t Toffler practicing “Nostradamus Law”, where anything you say about the attitudes of the future and be generally right at some point. And I’ve made up Nostradamus Law but in 50 years you’ll all know I was right.

Comment by DH

Though I agree with the comment on the ad industry. Obsessed with its relevance except where it counts.

Comment by DH

you fucktard, you should name it after yourself not some other fucking guy. its like steve jobs naming ios after the fuckers he stole it from. if hed called ios jobs. but he didnt and i cant be fucked to think of a better example.

Comment by andy@cynic

I know you’re just saying this to one day be able to say The Jetsons, with their flying cars, were architects of the future rather than a dodgy kids cartoon.

Comment by Rob

It’s a fact.

Comment by DH

You make a good point David, however where Toffler is concerned, his declarations have more precision than luck.

Comment by Lee Hill

Yes.

Comment by Pete

yes? to fucking what?

Comment by andy@cynic

Whatever the client says?

Comment by John

Or Sarah … Ha.

Comment by Rob

Vertical video, anybody?

Comment by Marcus

I quite enjoy my role of the guy who turns up long after the party has finished.

Comment by Marcus

Fashionably late.

Comment by John

campbell turns up 30 years after its fucking finished.

Comment by andy@cynic




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