I love a good fairytale. What Jeff Jarvis wrote was a fairytale, which would be titled "A World Without Advertising." Yes, I'm sure it would be all in good fun to not have any consequences to watching Youtube videos. If we took away the agency, and allow the client to advertise themselves, then we would be polluted with even more terrible advertising than we already have. Pretty much all those terrible ads that make it were preceded by great creative works of art, that were cut by the client. I think that's the most frustrating/depressing thing about being a creative in advertising. School is great because you have that creative freedom. I see so many brilliant advertising, but most of it lies in the pages of Communication Arts or the ADDY'S.
Letting that creative freedom go to the customers? Eh, I don't think so. Yes, some really fun ads have been shown thanks to companies like Doritos, who hold a contest for consumers to create an ad, and have it aired during the Super Bowl. But of the thousands and thousands of entries, how many of those do you think are Super Bowl worthy? Not many. And I hate to tell Jarvis this, but a lot of people who enter that contest are advertising students! Companies love using advertising students, because their ideas are fresh, free, and they have not yet had to nurse their wounds inflicted on them by the client. Customers are the new ad agency, because they are budding advertisers. And when you think about it, customers have always been advertisers because of word of mouth.
Funny how Jarvis wanted to kick off agencies because of its lack of personalization, while predicting Google as the only advertiser of the future. I'd like to see a computer put together a great OOH (Out of Home) piece.
Letting that creative freedom go to the customers? Eh, I don't think so. Yes, some really fun ads have been shown thanks to companies like Doritos, who hold a contest for consumers to create an ad, and have it aired during the Super Bowl. But of the thousands and thousands of entries, how many of those do you think are Super Bowl worthy? Not many. And I hate to tell Jarvis this, but a lot of people who enter that contest are advertising students! Companies love using advertising students, because their ideas are fresh, free, and they have not yet had to nurse their wounds inflicted on them by the client. Customers are the new ad agency, because they are budding advertisers. And when you think about it, customers have always been advertisers because of word of mouth.
Funny how Jarvis wanted to kick off agencies because of its lack of personalization, while predicting Google as the only advertiser of the future. I'd like to see a computer put together a great OOH (Out of Home) piece.
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