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I wouldn’t say that the industry is dying. However, it is clear that marketing services is doing more than “changing”. It is undergoing a metamorphosis. The hyper personalization, tidal wave of content, infinite media inventory is going to require technology be deeply embedded for large brands in their day to day communications needs. It’s the only to keep up with the complexity & efficiency that they require. However, smaller, newer, more personal brands will likely still have a larger piece of a “human crafted” creative work, because that is part of their attraction/DNA. In the same way that a boutique guitar maker will feel different than Fender or Guitar Center. Not better or worse, but different. Net, to get inspired, I might think about:
* Following independent agencies that you admire
* Following the accounts of contemporary brands that may be small (or smaller), but have rich brand narratives. These will show you the “human crafted” potential that still exists in our industry.
* Some larger brands may also “crack the code”, so be on the lookout for those examples.
Well, almost by definition, the inspiring stuff in virtually every area of creative expression will be far more rare than common. I’d look at CA for sure (they curate very good work, in my view). I have gotten a lot out of reading CA - even the old ones, because the best work tends to prioritize a single idea expressed in a compelling way. Additionally, if you hunt around a bit, you can see a lot of the Cannes winners (even the REAL ones!). I know the festival gets a lot of criticism, but it’s a way to see a lot of strong work.
Breaking and Entering takes the genius conceit of “what if we read an Ad Age headline out loud?” and really delivers on the idea of copy and pasting someone else’s reporting. Very creative.
Look up Meg Farquhar and her Substack “Doing This”