OMCM’s red wedding keeps confirming: creativity is being brushed off the tables where it once used to be the centerpiece. It’s less about the conceptual boldness behind a selling point and more about boring, yet reliant, data-fed sweet spots.

What’s the new direction? Do we come up with a new industry to keep creativity alive and reframe it, distance it from the tech-mad current fashion?

Or is creativity truly not worth a penny anymore?

likesmart
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That industry very much exists in the independent shops that are popping up and thriving

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Solidly well at mine

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The power the Holdcos have over media makes it hard for independent shops to compete, because they’ll never get the amount of revenue they truly need to hire and pay for great talent. Which means most independent agencies are dependent on the 2 or 3 senior creatives who start them. They can afford to hire maybe a couple more good ones, but then the income from the clients isn’t sufficient to hire more. Then if they do succeed, they are bought by a holdco, and they get a big payday as a reward for their efforts. Which they are absolutely entitled to because they’ve been doing all the work to get the agency to the point where it’s worthy of being sold. But for the rank and file, they’re back in a holdco that doesn’t value creativity. So then some really ambitious creatives grab an account and strategy partner and start an independent agency and the cycle starts all over again.

This isn’t new. It’s been happening for decades.

likesmarthelpful

DD1 -what does it take to start your own venture?

I definitely can not blame you for wanting to sell ship once it’s booming and just retire to raise a family.
So I’m taking notes here…

Any media team will tell you the buying and targeting can only go so far. What we put in the container - creativity and persuasion - still has a massive impact on effectiveness. It’s the X factor. There’s just a lot more talk about media and data bc that’s where the big money is in the holding company wars.

likesmart

The holding companies are turning into media agencies. The only creative agencies left are independent.

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Given that media often bundles creative up for free…

likesmart

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