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Hi all
Any openings in Goa location?
Conversation Starter
Who should get my loyalty? United or American?
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Pro
How long were you a junior?
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Strategist: Creatives must embrace accountability.
Also Strategist: Here’s 7 different strategy lines that all contradict each other. Due tomorrow please.
Chief
If OP had waited until after lunch, we could have that down to two.
Strategists are the least accountable people in the building. I’m including the janitorial staff and vending machine maintenance workers.
Really? Where you’ve worked creatives don’t reflexively blame the brief as an immediate response to any criticism / bad meeting / blown deadline?
Chief
Context would do wonders for this brief.
Chief
Less accountability. More reasonable irresponsibility
Rising Star
Elaborate?
NEVER!
From my experience, the "best" part about working in corporate is that everyone gets to avoid accountability!
Well, this certainly seems to have struck a nerve, hasn't it?
(Full disclosure: My copywriter dues remain paid up to this day, so I speak as a creative.)
Also, you haven't replied to the replies that have asked for more context, either. You just dropped this instead.
Since I seem to have baffled a lot of folks through lack of "context," let me explain that I WANT creative to get its mojo back. It's why I got into this business, and though I fully support the precision (and, yes, accountability) that data can bring to our work, I don't want advertising to become a swamp of algorithmic cruft generated by "Predictive AI" or whatever. I just want us to be brave enough to submit our uniquely human crafted ideas to the same process of evaluation and validation that the cruft gets. Not tired old focus group research. ("If you want the opinions of a bunch of people sitting around a table," Bill Bernbach famously said, "ask your in-laws. At least you know the source.") but genuine quant evaluation like A/B testing. The best of our work will better the best of the algorithmic stuff, and I'm willing to lay money on that.
Pro
Sure, but you need to convince clients to make it first. What’s more, you need to convince them that a brand is worth building in a way that can’t be A/B tested. We need to figure out a measurable way to show brand lift that can be shown to their bosses. We also need clients that can judge work on quality and evaluate it like human beings. By the time you’re A/B testing work, you’ve already lost.