On the firing line? 身处前线_其他

On the firing line? 身处前线

The brand is on the firing line every day, but what about its advisers? Remember when it was customary to write the agency name in the upper-right-hand corner on print ads? (Oh yes, I began in adland two decades ago. Apologies to younger readers.)

That act has significance. Like an artist signing a work or signing for a house mortgage, it comes with a responsibility. It’s your neck; it’s your legacy. It shows you, as an adviser, took your work seriously. Just because most advertising work is so short-lived is no excuse. When the ad carries your name, it provides transparency and a production liability. And maybe having that name out there for public scrutiny could force agencies to take more responsibility and potentially accelerate much-needed change.

For an industry that hypes itself as brand builders and positioning experts, isn’t it ironic that all agencies swim in the same generic soup, shouting, “Look at our awards! Look at our work!”? We have a significant role to play in positively shaping businesses and brands going forward, but only if we strive for more than simply being an award-winning sausage factory. A client comes with a brief, and out comes a sausage as desired—or maybe the art director added a splash of this season’s hyped Pantone red color.

No wonder clients don’t want to pay as much anymore for our circus clown balloon-blowing abilities. They’re struggling with bigger problems than a 30-second award-winning ad. A rising tide raises all boats. Let’s strive higher as an industry, which will ultimately protect trillions in brand value. Ad agencies shouldn’t become consultancies; our key strength is still finding creative solutions to business and brand challenges. And clients still need an infusion of fresh perspective.