Creativity in advertising and marketing has moved away from the work. Nowadays, the most creative people in advertising are the ones who create the delivery plan. And that’s just self-interested, masturbatory gratification. Ultimately, it means nothing to the punters. It is all about the construction of the distribution, and not necessarily in the production of the work itself. The first question these new creatives seem to want to answer is “How do we distribute whatever idea we have?” It’s like the media has taken over from the message. People don’t buy stuff because they’ve seen it on Facebook or Snapchat or shared it on Instagram. They buy strong, compelling arguments and passionate reasons for making a choice.

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