"What Happened To Creative Advertising?"
"Gone are the days when gray-suited admen would commute to Grand Central Terminal from the Connecticut suburbs, walk the few blocks to Madison Avenue, spend the day concocting clever, feel-good ads, collect 15 percent commissions for placing them with the three TV networks and glossy magazines, and schmooze clients over three-martini lunches.
Today, the center of gravity has moved downtown to SoHo and TriBeCa, and much of the work is done by twentysomethings in jeans and T-shirts. They earn less and work harder to peddle niche products through a fragmented media market to savvy consumers who tune out messages they find boring or irrelevant. The cushy commissions have been replaced by stingier, cost-plus-fee schedules imposed by numbers-driven corporate marketing officers who care less about the creativity of advertising than its return on investment."
[Fonte: Washington Post]
September 22, 2006
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2 comments:
A criatividade ajuda a atingir o alvo, quando é eficaz e contextualizada, claro.
Não podemos é confundir bons criativos com artistas-com-uma-boa-cunha que têm na gaveta uma idéia muito gira, aplicam-no ao primeiro briefing que chega, montam-lhe uma produção muito criativa, muito cara, muito fashion mas que depois ninguém se lembra a que marca se refere.
Acho que se esquecem de que os consumidores não são parvos.
af
"They earn less and work harder to peddle niche products through a fragmented media market to savvy consumers who tune out messages they find boring or irrelevant." So, so true. Sign of the times.
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