They say any artist paying six dollars may exhibit. Mr. Richard Mutt sent in a fountain.
We’re basically asking the 70 year-old fuselage of a DC-9 to go supersonic. […] Same with the ad industry model.
The system is set up to reward layers, reward churn (hours-based work) and reward quick, incremental successes Vs. real ‘innovation’ or cutting edge and efficient ideas that could transform business. Whether that’s evidenced by brand managers who simply need to move the needle in order to get promoted or ad execs who need to get an award to jump up in a position, it’s apparent everybody’s pushing for short term gains, small passes that move the needle just a few points and add enough time and layers to bill.
This is what clients are paying for, encouraging and perpetuating. Starting with the pitch process (albeit, the first massive outlay is from agencies themselves. But if they win your business – they’ll get it back).
Client processes are what keep that status quo in place. Agencies are not innovating their own model fast enough only because they can’t. The agency model of the now is still making all the money. But it’s the model of the 1960′s.
One example is media. Often, agencies are presented with a media schedule before there’s even a concept. […] It’s kind of like handing us an expensive megaphone and only then being told to try to soothe a baby to sleep. […]
(there are plenty of those ‘innovative’ ideas sitting around anyway, but most don’t get made in a system that rewards overspending Vs. outthinking).
