… that would explain this.
Make sure you watch the video.
You HAVE TO watch the video.
Seriously, when someone senior in adland says …
“The industries future is solving problems rather than just driving awareness”
… it not only shows how out of touch and out-of-date they are with the things countless agencies, brands and individuals have been doing for years, but how much this industry needs progressive leaders – and clients – to get us all out of this mess.
It only gets worse when the example he gives to demonstrate this ‘new thinking’ is Volvo Paint … an idea that’s OK but ignores the countless others that have not only been developed in the past 10 or 20 years, but have genuinely infiltrated popular culture.
[Though, to be fair, that’s more by brands than agencies]
What next, a speech on how WAP will make every mobile a potential marketing platform?
For fucks sake. Seriously, for fuck, fucks sake.
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NB. As I am writing this post quite in advance of when it comes out, there’s a chance you may not be able to access the clip because you have to be a paid subscriber. If that is the case:
1. I will try and find a link to what I’m talking about that gets around the ‘paid’ block.
2. All you really need to know is that Grey’s deputy worldwide chief creative officer – who I am sure is a lovely man – say’s ‘solve-vertising’ … the ability to solve problems not advertising awareness of them … is the future. Yes, solve-vertising.
It would be hilarious if it wasn’t so tragic.
Utterly, utterly tragic.