Advertising Age - Lee Clow on Advertising, Then and Now
Lee Clow on Advertising,Then and Now.Even Though the Biz Has Changed, Legendary Adman Still Sees a Lot of Joy in ItTBWATBWA PERÚ JUNIO, 2013Ad Age | 11 de junio de 2013http://adage.com/article/agency-news/lee-clow-advertising/241987/
we asked for hisobservations on whatschanged in adland over thepast four decades.heres what he had to say...TBWA
whats better inadvertising today?“Brands have the ability and access to connect with people in all kinds of ways andhave an ongoing dialogue and relationship with them as opposed to the monologue,how it used to be.”TBWA
“We havent come close to figuring out how to use all these new-media opportunities,and most clients are very conflicted about what media they should use, why andhow. They keep thinking theres some new silver bullet in the new-media world thatwill allow them to save money or find a new way to twist consumers arms.”what advertising hasntfigured out yet?TBWA
“Theres still a lot of the joy and energy [in the ad business] but its ultimately harder.We seem to be doing so much more interesting work, but only a small fraction of itends up seeing the light of day. The disappointment in the industry is that clientsknow less than they ever have in terms of how brands should behave. That makesour job incredibly difficult due to the number of fresh ideas we invent, and thenclients trouble with making decisions and pulling the trigger.”on the fun factor:TBWA
“Our business is supposed to be this incredibly creative [business]. But the creativitythat we bring to [how we get] paid for these beautiful ideas is archaic. Clients want tohave the lowest bidder do the job, and we are so desirous [for business] that we takeit on the low bid. Every other creative industry has figured out intellectual property,but we dont get paid anything for genius ideas that wind up being a huge asset forthe brand, like Ammirati & Puris idea about BMW being the "Ultimate DrivingMachine.’”thoughts oncompensation:TBWA
"I came into the industry when it was moving from a less-respected creative form to amore-respsected one by virtue of the ideas and artfulness of how brands were tellingtheir stories. Like DDB and Volkswagen. Theres always been a respectable tier ofadvertising and a bunch of crap. Now a lot of it is being regarded as old school crapinstead of new school, artful communication. The reason Ive been calling what wedo media arts for the last five years is because I would like the definition to changeand the respectability to come back to big advertising networks. We have to claw ourway back to respectability. I keep saying and wishing its time for another creativerevolution to harness all these new media ideas and execute them in artful ways. Itsnot been done yet. We are clumsily trying to get to the place we want to be.Ultimately, it will be the next generation of my company and the industry that does it."making the businessrespectable again:TBWA
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