Public clients hire public agencies who go through rounds and rounds of strategy and rounds and rounds of creative. 50% of the time (a best guess based on my own experience), projects die. The other 50% results in garbage that any agency could have come up with in an hour (again, a best guess based on my own eyeballs).
I believe we’re about to embark on a new era of entrepreneurial marketing. Yes, it is out of necessity. But frankly, I’m excited about it.
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“50% of advertising is junk”(sic) is a generous statement. I watched the agencies cannibalize themselves in the 80’s and relinquish creative control from talented creatives to agency / client committees. By definition a committee will arrive at a compromise, yielding at best unremarkable work. As the years passed the committees have grown and we all know what the result of that was. Just look at the work.
Take the new Pepsi logo as a perfect example of the above. The old logo was just fine. The new logo is meh, but no doubt was the work of many at a staggering cost. How long will companies be willing to throw money away like this?
I completely agree with the premise that the time are a changing, but I don’t know how fast or furious the change will be.
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