WHAT'S WRONG WITH ADVERTISING (or lessons from working in gaming)

Some of you know that my company works with ad agencies in addition to video game companies. I was just forwarded an article where an agency owner who thinks very highly of himself was pontificating on what's wrong with the industry.

Yeah, this is beyond the normal scope of this blog, but since I haven't been posting anything lately, I thought I'd offer my own take on what seems utterly apparent, and it's considerably different than what Johnny Loveshimselfalot has to say.

For ad agencies to be socially relevant again they must --

1) Have independence. This means freedom from shareholders. One of the single dumbest ideas was to collect agencies in these big holding companies and go public. A creative company needs an environment that allows that it to sink or swim based on taking some chances with ideas, otherwise there will never be "big ideas' or because no one will be willing to allow the potential risk. Nothing sucks the life out of creativity like Wall Street.

2) Hire actual creative types. Virtually every ad agency is now populated by account executives who dress funky to show how creative they are. In reality, most of them are simply immature bad salespeople, more Herb Tarlick than J. Walter Thompson. Scratch that: Herb could at least sell. Agencies don't need more AEs who pretend to be creative: they need CDs and Producers and Copywriters who actually know what they're doing. Which means you might need to hire some weirdos who want to crawl into a corner and draw. Take the gaming approach -- throw a twinkie over the cubicle wall and leave him to his craft. Don't worry...he'll come out eventually.

3) Have a SMALL number of people over the creatives (like one or two) who have proven that they a) know what good creative is and b) have some business acumen. This is where the David Ogilvys and Lester Wundermans of the world really made their mark. They weren't writing all the ads or going on all the shoots -- they were letting the weirdos do their thing and acting as the filter, THEN bringing the best ideas to light. Or, in a gaming scenario, they were the publishers, the creatives were the developers. Somehow, that very simple idea has been lost.

4) When something is working, DON'T SCREW WITH IT. In the gaming world, how much money has Blizzard made on World of Warcraft? How much money has EA made on Madden, Need for Speed and The Sims? How much money has Midway made on Mortal Kombat? How much money has Activision made on Spiderman, World Series of Poker, and Guitar Hero? And it doesn't matter if the producer changes -- you don't mess with the formula until it stops working. This is even MORE imperative with advertising, yet every new AE-who-thinks-he's-a-producer has to stamp out the life of what was happening before and do something new. And it never, ever, ever works. Why? See 3) above.

Also note that this does not mean that new ideas aren't encouraged or allowed to surface. It simply means that change for the sake of change is misguided.

Until then, advertising will continue to decline. If they get to the point where they're irrelevant (and that's not very far away) then nothing will resurrect the trade. It will become the equivalent of used car sales.

You know, I always thought the book "Who Moved My Cheese?" was so ridiculously obvious that anyone who read it should have been saying, "Well, duh." The advertising industry is making me reconsider that opinion....but I'm scratching my head the entire time.