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No, somehow most agencies still operate under TV being the highest order, with social being the thing you lob to juniors
Also as a creative, a good tv spot lasts a long time in your book…whilst social ages insanely quick
I think agencies have plenty of talent that understands social. I think clients often get in the way of letting those people make anything on social when it comes to timelines and fidelity.
You often gotta just let shit rip on social. Clients / brands make that difficult. It’s really not even clients fault most the time. It’s the structure.
Just my opinion.
This.
All the best social work I’ve seen in my career came from clients that literally HANDED OVER the credentials of the entire brand to some smart ass 20-something who got the brand and the vibe of social and killed it.
Anything more than that is Too late. Too over thought and has too many cooks in the kitchen.
Nobody understands social.
Same with tv. Come to think of it; that’s everything. I don’t disagree though.
My favorite thing used to be explaining to account people why we shouldn’t/cant add full post captions to stories
Our agency has been doing more social than broadcast these days. Most of the people charged with approving the work think they know social, so the manage to ruin it even before we get started and then wonder why this campaign isn’t different than the last one.
Social pepsi, not even influencers understand accept the fact.
And it died when companies saw the bud wisers phenomenon. People had power and companies hate relinquishing that power