1) It seems the priorities in advertising have changed. The current trend is pushing quantity over quality. With all the opportunities and placements for advertising across all media, there seems to be less thought and care that goes into developing and executing good creative ideas. Everything is over tested and safe, which has led to most advertising being uninspired and overdone. There is an illusion is that there are fewer opportunities to flex our creative muscles and utilize our craft. But now is the time to break through the white noise and create something sophisticated, daring and bold; pure entertainment that will resonate with viewers.
4) Advertising used to be entertainment. People would watch and be engaged by commercials on television. The dynamic has changed dramatically. Thinking beyond today in the near future, I believe that viewers will push back and turn off the ads whenever/wherever they can. There is an overabundance of advertising being pushed to viewers. We tend to create what is falsely considered suitable for their tastes and forgot about what is engaging and compelling. If we just get back to the basics and offer entertaining and emotional stories, we will have a better way to connect with the targeted customers.
6) Technology doesn’t make the craft, people do. We don’t see enhancements in technology as a creative solution. If anything, technology, with all its advantages, is actually hurting the creative process by taking away the layers and depth that is required for high level creative, as it is just a tool. Giving someone a hammer does not make them a carpenter.
