Politicians acting like marketers, London's creative output criticised: Editor's Overview

"(Beattie was chairing the Roses Creative Awards when he made the comments, incidentally, and was firmly impressed with the work he saw produced outside of London) but the number of truly memorable ads (for the right reasons) being produced does seem to be dwindling. Perhaps this is because we have so much media now that it's all the more difficult for advertising to cut through - but then a brilliant creative idea and well-executed ad should do just that."

"What Beattie's comment really made me wonder, however, is what happened to data driving more effective creative ideas? Haven't we been saying for more than a decade now that with the amount of data out there, campaigns should be all the more informed and effective? Is that proving to be the case? I'm not so sure. Maybe data is an impediment that is restricting real bravery and challenging creative."

"The Information Commissioner's Office announcing its intention to begin investigating how political parties are using social media to target voters confirmed a theory that I have long held - that politicians are having to learn marketing techniques to sell their own agendas. They have been using Facebook and Twitter more and more, spending increasing amounts of money in order to directly reach the demographics who they have a chance of swaying at the"

Industry veterans express concern that the quality of advertising work is declining. Award numbers have increased, but the number of truly memorable ads is dwindling. Media proliferation may make cutting through harder, yet strong creative ideas with good execution should still stand out. Data, despite its abundance, has not clearly driven more effective creative ideas and may even restrict bravery and challenge creative work. Creativity requires nurturing and encouragement, with London possibly needing to do more to support talent. Political parties are adopting marketing techniques, using social media platforms and increased spending to target and sway specific voter demographics.

Read at The Drum