Crisis?! What Crisis!?

I stumbled across this article today, entitled 'Why don't we make good ads anymore?', which I found to be very intriguing! What a debate indeed! I have never met Frank Lowe, he sounds a bit frightening really, in a stressed out sort of way. He reminds me of me at 17, when people used to say 'It's really not as bad as it seems, Louise,' on a daily basis.

I can't say I agree with him. Good ideas tend to be a sporadic affair, yes. But those fantastical industry lovelies who eat sleep and breathe creative briefs and brands are going to stand in much better stead towards creative ideas generation than a 18 year old, his mate and webcam. They have the facilities, knowledge, bravery and passion. The 18 year olds just have the bravery and are probably just bored!

As for new media, taking advantage of opportunities creatively for the benefit of communication is where advertising's heartland always was, so why are people running scared? Understanding digital revolutions is simply a case of understanding what you can do and understanding what consumers can do in relation to what they actually are doing. If this is harnessed, what is there to worry about? The discipline of advertising hasn't changed, it is still a communications business. Communications may now involve engagement rather than interuption, but shouldn't these further creative opportunities be an exciting motivation, rather than leaving everyone in a debilitating stupor?

As for creative rigour, I am not sure of anyone who would be willing to sell a one-off script, which doesn't build brand images! That wouldn't be beneficial to the client, who wants to ensure an ongoing campaign which instills brand building and isn't confusing/completely conflicting with past positioning etc. etc. And it wouldn't be beneficial for the agency, who wants to be recognised for producing consistently good work, not just good work. This all takes time...

I guess this is the only 'real' problem that Frank Lowe did point out. Why pay on the hour, when you can't really quantify how long a creative idea will take to be generated? The 'big idea' isn't a two-second-pull-it-out-of-the-air thing! This problematic quantification of time/money/value of ideas simply requires a more modern, savvy, worthwhile remuneration system - which will pay dividends to the agency's creative zeal, whilst appeasing clients' needs.