More input and less output. Under the guise of strategy, have slick talkers taken over Adland and made it their bitch?
April 6, 2017
“Awesome strategy, Ted! Next week’s meeting is gonna be killer.”
Recently, I read an essay from an anonymous source in our industry that stuck with me. (I did not save the link. My bad.) But the gist of his argument was that within marketing services companies far too many big talkers achieve more success than they deserve and, moreover, are exponentially degrading the profession. Paraphrasing further, the author observed how smooth talking, jargon-dropping, critical thinkers have become so prevalent and dominant that we’ve become a business of talkers not doers, endlessly revising briefs and tweaking PPT’s instead of producing actual work. The front end has become so bogged down by process that we are making lots of meetings and few campaigns. Which of course suits the talkers who, by endlessly analyzing and criticizing, merely create more process.
Are we having fun yet?
It goes without saying that these machinations are antithetical to the flow of any decent agency and the creative department in particular. Yet, before we go off and blame the strategists for all this hot air, it’s only fair to point out slick talkers and their myriad sins have plagued Adland since before the Mad Men era. Then one usually pointed to the evil account guy. He made lives miserable for countless sensitive creatives. “It’s not right yet. We need another round.”
Still, at least back then agencies produced work. And lots of it. So much so there were actual production departments. Now many agencies don’t even have one producer on payroll, let alone a department, opting instead to bring in the occasional freelancer for the role or, more typically, leaving the job to hardscrabble project managers. It’s all hypothetical. Recycling stock. Fodder.
According to the author it is indeed strategy gone wild. The pandemic of verbal diarrhea is especially acute in the technology and B2B arenas, where strategists often define the marketing department. As new platforms and complicated algorithms take over Adland, it seems likely the talking will only get louder.
With less output and more input, the vicious cycle hurts everyone caught in it. Except for big talkers. Under the guise of “getting it right” they have become manifest, perpetuating their roles as agency gate-keepers.
For brilliant copy and adroit creative leadership (even if just for a goddam powerpoint), hit me up: https://steffanwork.wordpress.com/
February 16, 2017
Copywriting is not about the print ad anymore and hasn’t been for some time. But that doesn’t make the skill set any less important. You don’t have a website without words; try building a wire without them.
Providing clever, provocative and powerful copy to web designers and the like is critical. For many copywriters, feeding them content that inspires their work is the job. Just as art directors and designers have had to evolve so have writers. When the dust cleared from these early transitions both writers and art directors realized that what they do is essentially the same. New media still uses words and pictures. Creating a “look and feel” for this website or that social campaign has new obligations but the fundamentals are the same.
For example, I’m asked to help create a website for a B2B start up. The first thing we need is an “organizing principle” or key idea that drives the whole thing. This means a strategy line and a creative line – just like it does for any mass media campaign. Without it, you’re flying blind.
In a sense then the landing page functions as your “anthem” or “mantra.” Clients need, want and demand this asset the same as they did 25 years ago. So we write it. I present these to my clients much like I did in the beginning, when I was creating brand campaigns at Leo Burnett. Poetry and power had better be there.
Subsequently, each page of a website operates like a print ad, with a killer headline and precise and compelling copy. Every vertical needs an “ad” that wholly demonstrates its unique offering while at the same time adhering to the covenants of the organizing principle.
The email campaign directing targeted customers to the website is not much different than your classic teaser campaign. When we make advertising it is still advertising, be it online or off. And it damn well better be magical.
The lesson for clients and agencies alike is not to forsake the core skills of writing and designing in a chase for so-called digital natives. If they are mediocre designers or write like they text the output will suck. Don’t go there. Look for brilliant writers and art directors. The modern world is not an excuse for creating superficial tactics.
For magical copywriting and creative direction, no matter what: https://steffanwork.wordpress.com/
Coen Brother’s masterful TVC for Mercedes AMG demonstrates why quality film making still matters in advertising.
January 27, 2017
The high degree of craft demonstrated by the Coen Brothers is obvious in this new “film” for Mercedes AMG. The casting, wardrobe, acting, editing: it’s all first rate. Seeing Fonda at the end is wonderful – the cocky peace sign he flashes. Yet, everyone in the commercial shines, transcending the biker stereotype. You’ve got to love the two brutes getting stuck in the silver chains adorning their leathers. Or the grizzled biker chick wearing her lines like so many badges. Good stuff, which is what we’d expect from a Super Bowl commercial directed by the Coen Brothers.
Beyond the obvious, however, a thing I really dig (60’s verb intentional) about this film is how damn analog it is, on both sides of the camera. No smartphones. No CGI. Nobody’s tweeting. Instead we see a jukebox. Playing Steppenwolf. Dude holds up a cigarette lighter not an iPhone. Gloriously absent is all evidence of the modern world.
That is until we see the sleek new AMG roadster at the end.
Lots of commercials riff on previous decades but we can often sense the phoniness, kind of like viewing an off-Broadway production of Hair. Something about the cast or wardrobe gives it away. And we’re like: Oh, here’s a commercial making fun of the 60’s, 70’s or 80’s.
But not here. The righteousness of this commercial lifts it above mere advertising content. Rich in detail, fun to watch and just plain good the Coen Brothers remind us of why quality filmmaking still matters. Even in advertising. Especially in advertising.
Agency credit (and kudos) to Antoni, Germany and Merkley + Partners, USA
While our country in mired in racial turmoil, advertising (of all things!) could not be more progressive.
December 13, 2016
Boy meets girl. They become friends. Grow up together. Fall in love. And when they inevitably become a couple Chase Bank is there with financial guidance to help them protect their growing nest egg. Perfectly reasonable fodder for an anthem commercial. And this one mines the territory with aplomb. Beautifully shot. Lovely music. Great cast.
Which brings me to the couple. She’s black. And he’s white.
So what? So that’s my point. For all the animosity in our world regarding race relations (the likes of which we haven’t seen since the Civil Rights Movement) here’s this white man and black woman starting a life together. A couple. Through thick and thin.
And if our society is as misbegotten in terms of race as everyone thinks it is (the alt right vs #blacklivesmatter) then this couple is in for a lot of thick and thin. Which is why I think it’s remarkable that a notoriously conservative entity like Chase Bank has brought this couple to life. It’s as if the shit storm going on in America weren’t happening at all.
Not too long ago, when I was churning out commercials for clients like Kellogg’s, McDonald’s and Miller Beer we would not have considered casting a biracial couple as leads in a TV spot. Sure, we dutifully cast ethnic people here and there in a commercial, but certainly not as lovers, man and wife. This was, to use a loaded phrase, “the last taboo.”
Now it’s commonplace to see mixed race couples in advertising. Not just black and white people. Latinos and Asians are becoming ubiquitous in adverts – as if, as I said, the shit storm going on in America weren’t happening at all. The news gives us protesters and riots. People are going to be deported. A wall built between countries. Yet, despite this turmoil, more and more advertisers are simply moving forward.
Take notice. Because while diversity continues to be a hot button issue in Adland (and elsewhere), the content we produce could not be more progressive. My belief is that the more people see these images the more comfortable they will become with them. On this side of the camera, at least, all is right with the world.
Maybe life will imitate art. And the sooner the better.
( Ready and able to provide content and creative leadership at all levels: https://steffanwork.wordpress.com/ )