Stardate November 15th 2554
THE ART OF ADVERTISING ISN’T ABOUT COMING UP WITH IDEAS
Most creatives have spent hours, days, months even, looking through D&AD, One Show and American Art Directors annuals.
Seeing a brilliant idea can be incredibly inspiring.
But way back at GGT there was one book we used to pore over more than any other: The Art Of Advertising by George Lois.
It’s a big hardback mutha, bigger than an LP cover (those things that pre-dated CDs, you know, those things that pre-dated downloads) and about 2 inches thick. I just managed to get a copy from an Amazon reseller – it’s been out of print for years – but they’re not cheap at around 160 USD. Absolutely worth every cent though, because Lois did some truly groundbreaking stuff that any current creative genius would be proud of.
Before I’m accused of backward looking, check out the example here. The ad itself is no great shakes, but fuck, what a brilliant IDEA the entire concept is – read the description – every bit as good, and relevant as anything, anywhere out there now. The media is irrelevant; it could quite easily be promoted on social network sites.
Could your agency sell this idea?
I can envisage many excuses why it shouldn’t be done. But the only thing that truly matters is the result, surely?
It got me thinking, because I was chatting with an art director friend the other day and he was saying how he couldn’t be bothered to try anymore because, well, the big agency he works at couldn’t sell anything decent anyway, they just do what the clients tell them.
The culture of ‘collaboration’ has allowed everyone to have an ‘input’, so junior suits and planners would be changing the ideas. By the time it reached the client it was barely recognizable as the idea he started with. And then various ranks of clients have input. This is why, he was saying, so many creatives (in Asia especially) resort to scam.
The truth is, a lot of Lois’ genius was being able to sell some of his ideas. Even almost 50 years later (yes, 50 years, for those who think advertising has progressed) some would still be seen as too challenging for a lot of today’s networks.
And there’s that overused sound byte “there’s no such thing as a bad client”. Er…of course there is. Just as there are bad bank managers, bad taxi drivers, bad manufacturers, bad politicians and yes, even bad creatives. This is a myth perpetuated by some agency managers to whip creatives and cover up the fact that THEIR AGENCY IS INCAPABLE OF GETTING GREAT WORK MADE.
It’s about honesty.
Clients on agency rosters serve different purposes.
Some are there because they do great work but pay little money (sometimes none).
Some are there because they do poor work but pay LOTS of money (and therefore keep the agency doors open)
And best of all, some are there because they do great work and pay lots of money.
I remember Dave Trott once complaining to Mike Greenlees that a particular (high paying) client wouldn’t buy any good work, and in the words of Dave, was “also a cunt”. Mike replied “yes Dave, but he’s OUR cunt.” Dave understood and the client kept his place on the roster and GGT produced genius work for other clients. GGT were honest enough to realize that particular client was vitally important to the agency, but not for great work, so they didn’t kid themselves or anyone else.
Most creatives come up with good ideas at one time or another, maybe not as good as Lois, but certainly better than the general dire output the public gets subjected to.
Sadly, very few agencies are actually run by creative people anymore (it’s no coincidence that the ones that are, are doing the best work btw). So the first scapegoat when there’s a problem is the creative guy or gal.
It’s worth remembering one thing that hasn’t changed about our business – for all the meetings and powerpoints, the only thing that really matters is the end product, what people actually get to see.
And given that we’re unlikely to change the culture of collaboration, it’s only right that the business partners take an equal stake in the successes and failures.
Because no matter how great an idea is, it isn’t a great idea until it actually runs.
Blog off
Paul,
I still have two copies of that book (one at home, one in the office).
And i still look at it (nick from it) almost daily.
As you say, the ads themselves aren’t great.
But read the writing alongside the ads.
The thinking is better than almost anything being done today.
Hallo Dave, Yes, the book is great. Sadly too many people, especially those in digital – think they’re like Lois: the work isn’t great, but the thinking is a killer. I always wonder, if these guys are really as good as George, then how come they need pages to explain? At the end of which, few people get the idea.
Mr Grubb, Not being very literate, me art director have asked me to clarify. It’s not that ‘he couldn’t be bothered to try anymore’ although frankly, that might be better. It’s just that each time we give the agency something unexpected, we’re accused of not knowing the brand, and our competency called into question. It’s all gotten a bit mad, and hairs are split. ‘Memorable’ is acceptable but ‘unforgettable’ is negative and ‘not on equity’.
When I was an accunt man for Phonogram/Polydor (pre GGT) Alan Philips product manager for Dire Straits had a t-shirt which read “I maybe a cunt but I am the client.”
The irony was, he was one of the best.
Equal stake in failures is fine. Just sometimes wish there was an equal stake in the ownership/pride as well. But otherwise, possibly the most civil way to include ‘cunt’ in a conversation I thought =)
Absolutely agree Chris – everyone who gets involved should be proud of the successes, and they usually are. It’s the failures that start people looking for scapegoats…
A great Blog, Paul. A real stopper. And having run the UK Renault account at Publicis for 8yrs in the 80’s, a brilliant Idea indeed. Jaw-dropping even. [Our best back then was “What’s Yours Called?” for R5, remember]? At its very very simplest, great Ideas must have SURPRISE in some form, ideally based on a product truth. My own essential rule after a good few years. Punters won’t see ads that tell them what they already know, or state the obvious. And that should be everyone’s responsibility, right? Surprise. Top to bottom. This simple rule will protect Creativity too … Andrew.
How strange. Charlie and I were chatting to Dave Trott about the George Lois book when we saw him last. We wanted to get a copy for the department but couldn’t remember what it was called – just that it was a hefty great white tome full of smart, lateral solutions to some knotty business problems.
Success has many parents, failure is an orphan.
As always, Nice one G!
Just feel that all this crap started with networks.
Networks grow and hire people to fill them up, bag carriers and all.
And networks produce fear.
Fear of losing an account, fear of losing your job etc.
Fear makes you listen to the ‘cunts’.
Fear stops you from doing what you ought to.
Fear makes you second guess clients and puts everyone in appease mode.
George Lois was my favorite. It is also why i love Mad Men. Those were the days when ideas were centered around a single person or at best two. And you poured your heart out, unafraid and you told the client to funk off, if you didn’t agree. There was some honesty going around. Today we have very little honesty, its mostly fear and there is always the scapegoat.
Scam i don’t get, call it the alternative universe where ideas get a second life or whatever, imagine a doctor saying he performed a life saving operation, except he didn’t, he just wanted everyone to know he did. It is psychotic and delusional. Creative thinking is needed in todays world to solve problems. More freedom and power to the real creative thinkers! Down with fear!
You’re absolutely right Subodh. And two other books I strongly recommend: my friend Andrew Cracknell’s The Real Mad Men (as you like the fictional version this is the real thing) And my mentor and genius Dave Trott’s Creative Mischief (reality bullshit free zone)
I graduated from College with a Business Degree and ended up serving as house-dad for the past 3 yrs. (not exactly building my marketing Resume) Getting noticed as a Marketing/Advertising Asset has been a mother F’er, but I’ve got some of the largest people in the Beverage industry finally starting to follow me and my Ideas: 2012pack.com…
As someone who has been putting my ideas out there for anyone that will hear them, just to get noticed and get a foot in the door, I agree. “Down With Fear!”
“Fear” is my bitch. When I get corporate doors slammed in my face, I just say… Tits okay, and knock on the neighbors door. Call me a dick. I just Cunt take “No” for an answer.
P.S. I’m a Free Agent still.
Just as the loonies have taken over the ‘sylum, the cunts now rule. What’s sad is, they’re now no longer exclusively frocks and suits. By creating Creative Directors of accounts, holding companies now ensure creatives are kept in check.
I feel that the way to shine now, especially is to make others look bad. And the way to get further up the pole is to bs your way, never appear as if you don’t know anything.
Question: Would we let our kids into the same profession?
Lots of people can create good stuff, or make it… very few can make it happen.
The pressure that the good and the great comes under to to conform to formula/or research/or perceived ‘brand’ is enormous..and as you say that’s increasingly within agencies as well as with automoton client organisations.
I’ve had brilliant clients that I have hated on occasion as they have killed work I have thought was wonderful, but at other times they have also bought great stuff too. I’d prefer an opinionated asshole dictator over the invisible logical corp. anyday. You can argue with the individual and reason & persuade – at least both of you have a passion for it.
I’d rather have a cunt than a committee.
Agree Steve. We’ve probably all experienced all types, but for sure the absolute worst is an immovable corporate rule follower, regardless of how nice – client side AND agency side…
Totally agree, the ‘committees’ seem to be formed so no one individual has to take the blame if things go wrong, it ain’t easy for an original idea to survive this, along with their formulas/research etc, which more often than not just leads to compromise and mediocrity, something the ‘now’ seems to celebrate.
I’m sure the pioneers are looking down and shaking their heads… http://vimeo.com/30704196
And in a way, that’s why sometimes. from London to Asia, it’s better to deal with family-owned business than MNCs. For family-owned, the CEO or at least some family member can be reasoned with. For MNCs, it’s usually a faceless guy.
Really great critique. The book comes from a time when ideas couldn’t hide behind vfx and impressive retouching. Too bad the book’s out of print… which begs the question, when’s the iPad eBook version coming out? 😉
It’s a really, REALLY big book Liem, so I think they’re waiting for Apple to release the i-blackboard