I look at the advertising industry these days and it often looks like the side of a spanner is being used as a hammer. Or to put it simply, it’s not the right tool for the job, but we’re trying to make it work.
But before we discuss that, it’s probably worth a quick look at how we got here (but if you want to skip the history lesson, just scroll down):
1841 – A chap named Volney B. Palmer sets up what is believed to be the first ad agency in Philadelphia. His clients create the ads and he places them in newspapers. (So these days, we’d probably refer to him as a Media Agency).
Ultimately, it was this media placing that gave birth to a commission-based remuneration model for the advertising world.
Early 1900s – The Industrial Age arrives and with it comes mass-produced products. With mass production, manufacturers began to differentiate their products through branding and packaging.
1922 – Broadcast radio realises that it can fund its existence through advertising.
1929 – The Stock Market crash puts greater pressure on advertising to prove its effectiveness, so research becomes a player.
1938 – Radio ad revenue surpasses that of magazines.
1941 – The first TV commercial for Bulova Clocks airs. At this stage there are only 4,000 television sets, but by 1954 CBS becomes the largest advertising medium in the world.
1960 – The creative team of Copywriter and Art Director is born at DDB.
The 1980s – Personal computers make desktop publishing easier.
2000 – The Internet has 400 million users, making it the fastest growing medium ever.
So history shows that ad agencies were born to allow marketers to communicate with their customers. They did this through interrupting media that the customers were already reading/watching / listening to. To negate this ‘interruption’, creativity was engaged to make the message seem more informative or more emotive, or a point of difference.
However for many marketers, the relationship with creativity has always been an uneasy one. That’s because, understandably, marketers seek certainty. Creativity, by its very nature, isn’t certain. Creativity is unpredictable. At times, it can be erratic and wild.
And sometimes, creativity simply isn’t the answer.
Just recently I had lunch with a friend who left the agency world a few years ago to go client-side. He’s now National Head of Managing Something Or Other. He said that with a lot of the work they do, creativity just tends to get in the way.
This kind of thinking is happening in a lot of places.
It also reminded me of a recent article about former advertising creative, Yanni Pounartzis. In that article, Yanni suggests that creatives won’t exist in agencies in the near future.
I’ve seen this first hand. There are agencies out there that simply don’t have a creative department or ‘creatives’. In many ways, it does seem that ‘advertising’, as we know it, will simply become the management of data.
I do think creativity will live on. That’s what it does. It will find a new home.
But if you were unencumbered by history and were building a business today for the purpose of communicating with customers, I doubt that an ‘ad agency’ is what you would end up with.