The article critiques how ad agencies are increasingly branding themselves as 'purpose-driven' or 'socially conscious,' prioritizing positioning over creativity. This trend dilutes the essence of great advertising, which thrives on unexpected ideas. Agencies that focus too much on clear definitions and processes risk delivering predictable and uninspired creative outputs. The author warns that this shift away from fundamental advertising principles can undermine the quality of work produced, emphasizing the necessity of surprising clients rather than conforming to their expectations.
Great creative advertising has always lived in the unknown. However, specialized agencies have hurt themselves by giving clients something that's expected. If it's expected, it's not creative.
Adhering to a process ultimately takes away your ability as a creative to surprise clients with your work. There is always room for a surprise-something unexpected.
In this rush to define their packaging, agencies are walking away from the timeless principles of advertising, like staying close to the product and treating the customer with respect.
My agency has long worked by this motto: 'We give clients what they want, but never what they expect.'
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