Do we still have the same expectations like in 1980? Are we still living in a hope that a creative director will safe the day like a super hero all by himself? Maybe the nature of those expectations means that it's time to reset our understanding of what the creative director can deliver? Perhaps it's time to shift our focus from the singular superhero to the 'collective ideas', in which the creative director plays a very different role. An ideas collective that embraces diverse creative skills, knowledge and craft; some of which may already exist within the agency and some of which may choose to stay outside of such an institution.
Because, in a process once dominated by the twin pillars of art and copy, we now have to factor in a diverse cast of players. Artists, storytellers and content creators, creative technologists, social conversation engineers, theatrical designers, liquid content designers, product developers and and and and.
Such a collective undoubtedly needs leadership and so perhaps the redefined role of the creative director is more like glorified manager? Someone to keep the collective in check? A creative chairman in the united nations of ideas? Well, yes and no. That ability is a must have and, arguably, always has been. But what such a collective really needs is inspiration and creative judgement.
We may no longer need a lone superhero to get in and save the day with their big idea, but we most certainly need the creative protagonist - one who inspires, facilitates and pushes the creative collective to greatness. Who understands the business challenge, holds the creative vision and channels the ambition to achieve greatness. Who acts as a beacon for new and diverse talent, including talent we havent even thought of yet. And who knows what to do with it. How to combine and recombine it. How to create productive and meaningful interactions. One who recognises what a great creative opportunity it is, to be surrounded by such talent.
An architect. An orchestrator. A collaborator. A creative director that has rediscovered what it means to direct and why that skill, more than ever, is the one that is required to make the role successful.
But not a superhero? It's interesting to note that 'superheroes' are reported to have emerged from the depression era of the 1930s. Not far off a century and another period of economic gloom, and like our predecessors we must rethink our world. Change is nothing new and neither is the need for creative, game changing individuals with the ability to save the day. It's just how they save it which is necessarily different and it's our ability to recognise and act on this need which will make or break us.
Social media as customer service tool
How brands could have a better use of social media as customer service tool.
1.Integrate social media into your existing customer service function.
Gone are the days when social media sat on their own at the table, you now have allow social to influence
all business functions to become a more responsive customer-centric business.
2. Create humanized response models to engender loyalty and build relationships.
Many companies are guilty of creating robust and well-planned strategy for social customer service delivery
but fall at the final and most important hurdle — creating a voice your audience can relate to.
3. Monitor social interaction to spot issues and solve problems before they become crises.
Social customer service delivery involves dealing with criticism and complaints in public,
often in front of an audience of millions. If you’re going to prevent a small problem growing
into something worse, you need to have a detailed understanding of what you need to respond to,
a path to response, and escalation policies for resolution.
RANDOM by Morales
This is not another boring speech what advertising should be, who am I kidding, this is boring as hell, but never a speech of what advertising should be, look at it more as a bunch of random thoughts with no
specific pattern, purpose, or objective.
The thought of an advertising agency is dead, rock and roll is dead, the only think is left is a name. Among the years we have been trapped in a fantasy of what we think advertising is. It developed in a direction where everything is full of it, where the only think I am capable of is to blame others, to point at people and say how wrong they do their jobs. When did we become so cynical? When did we stop thinking about a collective teamwork and start thinking only about ourselves? When did we become so politically correct in every meeting? It all became about one thing and one thing only: About saving my ass.
Ok. Ok, I should stop been so dramatic. I know.
One of the things I can remember from University
besides every Tuesday, Wednesday, Thursday, Friday, Saturday parties is what my International Political Science teacher once told me, „David nice thoughts, but next time you don’t structure your ideas I am
going to hit you so hard in your ass that my boot is
going to come out your mouth“
So lets recap. Or at least let me try with a few points.
ONE. Why the hell would I open my mouth?
What the hell am I thinking in sharing my thoughts?
Fear (F E E R)
Noun
1. Distressing emotion aroused by impending danger, evil, pain, etc.,
Bing! Bing! Bing! Bing! That is what I am talking about. You can feel it on the air, you can see it in every face, is a weird feeling, and no, is not the lack of deodorant, is fear. Everybody is watching what they are saying with the fear of making a mistake, with the fear of saying something wrong and been massacred by those who think they know better than the others.
Nobody is wrong or right, so please be confident. What really matter is not what you say, but how you say it. There are more or less 250 thousands ways of
thinking. So if you feel like you are about to get crucified by those who think they are better, DO IT! Your thoughts are not stupid or wrong, maybe odd and incoherent, but they are valid. Do it, and do it
always with foundations and respect. Remember that besides a person who has no opinion there is nothing worst that a person without manners and unconsidered.
Note for “those who think they are better”: Don’t be rude. Learn to listen. Show some respect or I will slap you with a puppy on the face.
TWO. Why should I work with others when I am
perfect? Sorry that was not a question. I am beautiful and awesome too.
Team (T E E M)
Noun
1. A family of young animals especially ducks or pigs.
2. A number of persons working together and forming one of the sides in a game or contest.
Just to think about what today teamwork means makes me want to hit myself with the keyboard on the head.
Teamwork? Teamwork? mmm let me think, Mel Gibson and Danny Glover? Lindsay Lohan and her PR manager? Is so unclear that sadly teamwork is defined by success.
If we success: Yes we did it together! We are
amazing! Let’s have unsafe sex right now! But if we don’t success, all I can hear is: we didn’t get a good briefing! Accounting never did anything! They only forward emails! The strategy was so thin and awful! Do we have a strategic department at all? Creation always does what they want, they think they can do better, they only think about design and they never see the whole picture and bla bla bla
We must work together. We are all one. We are all
accounting, we are all creation, and we are all
strategists. We are all creatives. We must evolve,
we must take decisions together, we must brief and
debrief each other and most of all we must create together. We are all one. For the love of superman! Changes and evolution are not just a solution, but also the only way we will succeed.
Processes don’t work like before (and no, no, that’s not an opinion. It is a fact) I don’t know if you didn‘t get the memo but evolution happened years ago. The time where departments were independents of each other is gone. We are all connected today. Have you heard of „the internet“? Why wait until we have
success if we can take it from the begginig?
THREE. Expand your Fu%$& horizons.
The action of creatives deciding over creation is bullshit! We must share our thoughts with other
disciplines. We must have a bigger idea, a bigger
picture. The same idea seen only from one perspective is worth nothing.
We must take our inspiration from everywhere and
anyone! Stop making print ads,print ads, print ads, banner, banner,banner... STOP OR IM GOING TO HIT YOU WITH MY GRANDMOTHER! don’t ask yourself why are you sitting at 3am in the morning at the agency? Ask
yourself why the hell are you doing a poster or a
banner. We shouldn’t suppose to do that. We are
creatives, not only graphic designers, or power point experts. We must create and must do it together.
Start creating solutions. New solutions!
Beautiful pictures, illustrations, headlines and poetic copies are no longer enough. Technology is the future. Think how can you use technology to tell a story and to improve a product. Then make advertising with that idea. At the end it’s going to look beautiful and amazing no doubt about it. But the idea is what it counts! iDEA, IDEA, IDEA, IDEA!
FOUR. The whole world works in advertising.
Don’t you know that?
Please do me a favor. Go to the closest bar wherever you are, pick the biggest guy you see and slap him as hard you can. And then wake up to life!
Stop thinking that somebody outside is going to
understand your idea. The only way you may have a chance that it works is if you know your target group. Get to know them. Stop just been around with people who works in advertising and get to know some other fascinating people. Start a conversation with
strageres, Ask them what they want? Ask what they think? What are their dreams? And share yours. Expand your horizons.
Stop thinking that you are Andy Warhol and that you are the greatest artist of this century. Go back down to earth. Keep it simple. I know, I know, we all say that, but really bitch! keep it simple! Straightforward thinking. Say what you want to express in an easy way. Don’t make the biggest mind puzzle out of it. You know you are doing it. If you want to say „best
camera“ say it! Don’t say „best memories forever only one click away“ or some bullshit like that. Keep it straight and simple and twist it a bit.
_____
And please be honest. Speak always the truth. There is no better way to earn respect and authority than by listening, being honest and telling always the truth. This is no kindergarten, we are playing grown ups here. Stop cheating and treating others like
children. Who ever can’t handle the truth has nothing to search in life. No matter how hard the facts are, tell the fu&%$ truth. Is way better than not to know what is happening and not to know what is going to
happened.
Be honest. Learn to choose your battles. Whatever you do, do it with love and joy but most importantly enjoy life, after all we only live once.
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