As 2011 gets underway, it’s time for New Year’s resolutions–which often aren’t kept–and predictions of what’s in store, which often aren’t accurate. Nonetheless, SHOOT asked a cross-section of brave creative souls from advertising agencies to engage in both resolutions and prognostications.
Whether you regard the proverbial glass as being half full or half empty, at least that proposition represents an improvement over the depths of the recession a year or two ago when some viewed the glass as shattered with many having to walk barefoot over the shards.
Now, though, while the economy is still challenged and the high rate of unemployment remains of paramount concern, business seems to have turned a corner as the holiday shopping season was decidedly healthier than expected, marketers seem to be retooling and exploring new ways of connecting with prospective consumers, and the nature of that relationship has become increasingly more of an interactive dialogue.
Indeed there’s a spark of hopeful optimism in some quarters that 2011 can be more than merely a transition to better times ahead in ’12. At the very least, this year is being regarded by a growing number as one that could put us firmly on the road to recovery. Still, recovery is a fragile proposition as political and social developments around the world, volatile economic dynamics and other factors can translate into a quick detour.
But the wondrous thing about creativity is that it can both reflect and rise above the times, and its value is arguably even that much greater in a challenging, challenged marketplace.
And there are more platforms for creative content than ever before on screens of various sizes–and those screens are ubiquitous, particularly with the increased prominence of mobile media as evidenced by the advent of the iPad and smaller pocket sized devices.
On the iPad front, Apple has proven there’s a viable marketplace of which now other manufacturers have taken notice. This became apparent at the recently concluded Consumer Electronics Show (CES) in Las Vegas where assorted new tablets were launched.
Meanwhile agencies and clients are taking notice of CES and the relevance of developments there on the marketing/branding arena. This is reflected in this week’s POV column in which we report on the CES sojourn of Lori H. Schwartz, chief technology catalyst, North America, for McCann Worldgroup.
Schwartz’s interest was piqued by various exhibitors, including Fulton Innovation, and Intel with its Atom Processor. The latter is a chip that enables the connected home and smart applicances, which she said, “colored my whole experience at CES as to how the future households we’re trying to reach will be quite different than what we’ve been accustomed to.”
At the same time, Schwartz gained big picture perspectives that went beyond any individual technology. With all the tablet introductions at CES, she concluded that it doesn’t matter all that much which tablet you choose. What’s relevant, she observed, is that “we used to talk about the three-screen world, the four-screen world. But now with the idea of everything being cloud-based, people aren’t tied to a particular screen. We don’t have to differentiate so much between screens–mobile, the living room or PC. Now it’s all one screen coming in a variety of sizes with the meat of processing and content happening in cloud, with content moving from one screen to another. Nothing is glued to any particular screen.”
In the spirit of big-picture perspectives and discovery, SHOOT posed the following two questions to a field of advertising agency artisans:
1) What’s your New Year’s resolution creatively speaking and/or from an industry standpoint?
2) Gazing into your crystal ball, what do you envision for 2011?
Here’s a sampling of the feedback we received:
Fabio Costa, senior VP/creative director, The Martin Agency, Richmond, Va.
1) In 2011, I’d like to see the advertising industry move away from its fascination with the word “digital.” It’s time for everyone in the industry to think and operate in a truly integrated way, such that “digital” work is not something we’re trying to incorporate, but something that is second nature to us. “Digital” should be removed from job titles, because it should be the responsibility of all people to make the work more interactive. My own personal resolution is to ensure that The Martin Agency is leading the pack in championing interactive, engaging work.
2) I think 2011 will be the year in which mobile technology, game play, and life truly converge. We’re already beginning to see examples of this, but 2011 will be the year that we redefine traditional advertising. Banner ads and mobile apps will be considered traditional, and more interactive, engaging methods of advertising will emerge as the new norm.
Neil Dawson, chief creative officer on Philips, DDB Worldwide, London
1) My New Year’s Resolution is to tell my clients and my colleagues to ‘Have Courage!’
In difficult times it’s even easier for clients to play safe, take the easy road. The truth is that it is just in such times that your ads need to punch above their weight. Bernbach said — Creativity can make one ad do the work of ten. But that takes courage and a belief in creativity.
I’m also determined to champion the cause of Creativity itself. Too many clients (and even some agency people) still see it as an indulgence rather than a powerful and effective tool that can make you money !!!
I am a huge fan of Sir Ken Robinson (See “How Schools are Killing Creativity” on Ted or YouTube). Creativity needs to be taught and nurtured from an early age, not seen as something that is only done as some kind of hobby at the weekend. Robinson’s point is that we grow out of creativity (or it is educated out of us) not grow into it. Picasso said — We are all born artists. It is remaining one as we grow older that is difficult. If creativity is valued at an early age, then it will start to become valued more in industry.
2) In 2011 I see the rise and rise of mobile digital marketing.
I see a huge jump in the quality of creative work coming out of London.
I see Jon Stewart replacing Joe Biden .
I see Naomi Campbell running her fingers through my hair.
Is that too much to ask?
Tim Flood, director of strategy, BMB New York
1) As a new member of BMB NY, I envision 2011 as an exploration year. A time to get involved in some fun and interesting projects outside of classic advertising and communications. We’ve begun working with some music labels and soon-to-launch brands. I’d like us to continue to be part of ground floor projects, as I call them. It provides us an opportunity to not only showcase our thinking but to have design influence and lead the direction.
2) I envision more clients and shops experimenting…taking creative risks to differentiate themselves. The past two years were about barring down and taking stock–2011 will bring people out of their shells looking to make bold moves from a business and creative standpoint.
Carolyn Hadlock, executive creative director, Young & Laramore, Indianapolis
1) Shift the perception that social media should be considered a creative function, not just a PR tool.
Help brands develop their social persona and eliminate social media status updates like “Happy Monday, what did you do this weekend?”
Become empathetic with the CMO’s world. Embrace their struggle by being proactive. Don’t wait for the assignment.
Play. Be naïve. Embrace the value of being a student.
Listen.
Help shift focus group testing to testing in a market, not in a room. Behavior is way more interesting than opinion.
Game as much as possible. Gaming is the modern narrative art form.
Read Frank Rose’s book “The Art of Immersion”
Loiter more. (thank you Grant McCracken)
Meet less. Make more. (thank you Ed Cotton)
Help eliminate jargon (thank you Apple)
2) Privacy is going to take precedence over sharing our lives. Consumers will become more savvy with how they manage their digital footprint. In fact, according to Forrester, 6% of surveyed adults and 50% of Older Boomers age 54-65 say they are very concerned about their privacy on social networks, up from roughly 30% a year earlier.
We’re going to see a continued increase in hacktivism. Wikileaks was only the beginning; The word cyber will go away; Engagement with consumers in product development will pose complex IP issues with marketers; Collaboration among agencies will trump competition among agencies; Brands will have to choose their causes wisely. The tactic of leveraging the “cause du jour” to reignite brand interest will backfire with consumers who see through it.
Greg Ketchum, Tom Godici, executive creative directors, BBDO New York.
1) Less meetings. More work.
2) Rhetoric regarding the demise of big agencies will finally cease. We’ll see a renewed emphasis on big ideas no matter what medium they appear in–an appreciation for the art and discipline of building brands. Smaller, digitally-minded shops will continue to evolve and strive to become full-service agencies to meet the changing needs of their clients. Bigger, traditionally-minded companies will continue to evolve and strive to integrate new technologies and channels to meet the changing needs of their clients. We’ll all meet in the middle somewhere, lay down arms and have a beer.
Ari Merkin, VP/executive creative director, Crispin Porter+Bogusky
1) Let’s not call it a resolution. Resolutions are broken in ten minutes. Let’s call it, stuff I’m going to do to avoid sucking this year. Here are just a few of them:
1. Grow people. Not just ideas.
2. Never again put the word “interactive” before the title of copywriter or art director.
3. See tablet technology as a chance to completely reinvent the medium formerly known as print.
4. Continue to develop my uncanny ability to capture coworkers likenesses using a Magna-Doodle (Yes, I really do this).
5. Get better at fostering creativity in my own children.
6. Leave room for 6.
2) I would love to give my stock answer of, “creatives don’t make predictions, we make the work.” But I’m afraid that’s not going to fly when there’s a 150 word paragraph to fill. So here it goes. I expect real time digital video will gain tremendous popularity. (That’s only 44 words). Inspired by break out campaigns like Old Spice, I expect more traditional packaged goods clients to start taking greater risks (68 words). I expect more collaboration with directors and production companies given the thinning ranks of agency creatives focused on TV (That’s 89). And I expect even more tactics, events and sponsorships done in complete isolation and lacking an overarching big idea when, in truth, it should be the other way around (I should have stopped at 89).
Happy new year to all.
Stan Richards, founder/principal, The Richards Group, Dallas
1) From a creative standpoint, my New Year’s resolution is the same as it has been for the last 58 years: make the work better.
2) Despite all of the problems in the advertising industry, 2010 was The Richards Group’s best financial year yet by a small margin. Looking into 2011, our goal is to meet or exceed last year’s performance.
Paul Woolmington, founding partner, Naked Communications, New York
1) In 2011, I resolve to make damn sure that I continue to surround myself with more “brilliant misfits,” with a view towards challenging the industry’s in-built muscle memory. There is always a better way! I resolve to “make it count and make it happen” and to not be afraid to take some risks and make some mistakes along the way. If I have one resolution for the industry, it’s that we need to get out of our own way and start learning to live and operate in an “always on” world.
2) Gazing into my crystal ball, I see the emergence of a new class of smarter, faster, smaller, more “open” and objective operators who will increasingly eat the big guys breakfast! I see more clients finally taking direct control of their marketing communications strategy and creative. And I see many, many, many more exciting, shiny, new technologies and, unfortunately, more headless chickens chasing them without purpose.
