Archive for 1 January, 2011
a few New Year’s Resolutions for the ad industry
I don’t make New Year’s Resolutions. Mainly because then I can’t be depressed by (however inadvertently) breaking them. But I thought that maybe the advertising/marketing/communications industry could do with making a few resolutions for 2011. Might I suggest:
- Stop insisting Digital is some kind of holy grail, first stop, catch all solution and start treating it like an important recipe ingredient, rather than the final dish
- But there’s also a few agencies whose New Years Resolution should be to set up a proper digital team because (IMHO) this is one thing you really can’t outsource
- Appreciate that achieving something relatively simple like using better press ads, PR and point of sale to shift a brand’s perception from ‘pile of cheap tat’ to ‘value for money’ can be every bit as impressive as the Nike Grids, Old Spices and John Lewis of this world
- Invest more in training for juniors. Aside from the whole digital issue, in a couple of years we are going to be shockingly short of account managers who have heard of Clearcast and know how to do a press check, art directors who can actually draw their own scamps and copywriters with a more than a passing grasp of grammar and punctuation
taken from the excellent New Year’s Resolutions for creative types by PaulOv2 on Abduzeed
