Call it “branded content.”
Call it whatever you like.
Just don’t call it “advertising.”
Why have so many in the industry become embarrassed by the “a” word? The Drum asked that very question to three industry experts based in the U.K. Their answers weren’t all that surprising.
“A is for arrogant, apologetic, account led, all things to all people,” said Jo Wallace, a creative director at J. Walter Thompson, London.
Elizabeth Valleau, global creative strategist at Facebook, answered the question by quoting a creative director she met at a bar in Cannes. “We all just want to be famous…but no one actually likes what we do. Advertising is not an art, it’s a trade.”
Mike Mahoney, chief creative officer of Ogilvy Mather, sees advertising as a manufacturing business rather than a service industry. “We produce a product. The purpose of that product is to help sell things. If that feels a bit grubby to you then I suggest you’re in the wrong industry.”
Still, all of their assessments ended with a hint of optimism. The net takeaway of their remarks was that while the ad business has lost some of its luster, there’s still a chance to shine.
They see the realities of digital access and social media actually making advertising more human. “Buyers and brands are now having exchanges of ideas in a more honest way than ever before,” explained Valleau. “Transparency, listening, responsiveness and even intimacy are possible now.”
Of course, the power of advertising to educate, inspire and provoke will be what ultimately determines its fate. At a time when the industry is under siege more than ever before—by a host of factors Ken Auletta describes in his excellent book Frenemies—the quality of the creative work is more important than ever.
As a veteran of the industry, who still loves this business, I believe that great ideas, brilliantly executed, can still have a major impact on how people think and feel—and the brands they align with.
For me, “advertising” is not a dirty word at all, but rather a badge of honor.
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