Advertising isn’t anymore about creativity, instead, the industry is run by media planners, Dave Trott, creative director, copywriter, and author, told ETBE. “The creative lot which includes copywriters, creative directors among others, can’t think beyond writing a script. As a result, media planners now wear the thinking hat,” he added.
Trott, a British advertising legend, is also known for his books such as Predatory Thinking, One Plus One Equals Three, Creative Mischief, among others. ETBE had caught up with him, on the sidelines 0f the jury meet of Star Re.Imagine Awards 2019, an annual advertising award organised by Star India.
According to Trott, while there isn’t a dearth of good ideas, the key issue is that most of these are badly written, which is why the final product doesn’t resonate with consumers. “I don’t think the creative people are doing their jobs,” Trott, remarked.
For him, increase in ‘scam creatives’ is another issue that the industry is currently facing. “The rise in ‘scam’ campaigns, shows the state of the industry. All that everyone cares about is winning awards. The creative campaigns hardly reach out to 50 million people, anymore and generate conversations. Instead be it creative agencies or individuals, everyone works with a motive to win an award and make some money,” he said.
The British advertising legend further pointed the problems with Cannes Lions, the annual advertising conference and award. “Most of the creative people who attend that conference and the award, doesn’t even speak a common language. Further, the majority of them don’t understand English, so it’s a dichotomy to ask them to judge English ads,” he explained.
He went on to say that this proves the fact that the industry is not creative advertising for consumers but for its own.
Another important problem that the industry is going through is around how the pitch process has gone through a sea change. “The pitch process has changed to suit the interest of ad-agency folks. Few years from now, one used to crack an idea and then gradually perfect it. Now creative heads present multiple ideas to a client and finally, create the one picked by the client,” he said.
He ended the conversation by asking, is this possible in any other profession. For instance, is a doctor allowed to give multiple options to treat a patient?