The Creative Divide

I could be imagining things. I could just read too many blogs written by old-timers and grumpy curmudgeons long-ago burned out by a thankless, inconsiderate industry. Whatever the case may be, I'm finding that there seem to be two major sects on the creative side of advertising: The sect obsessed with doing whatever it takes (and whatever it costs) to win awards, regardless of how much it helps their clients, and the sect focused on a dichotomy of creativity and efficacy. The former is the "new," the latter, the "old."

While I admittedly can't offer an overwhelming amount in the way of experience, I no doubt find myself falling in the line with the "old" form. As much as I love being creative/irreverent/funny/out-there/baseless/adventurous/silly/completely-off-the-wall with my ideas, I am bereft to find the purpose of doing so if it doesn't fall in-line with the strategy of the brand and speak to the target. In fact, I'd go so far as to say that doing so, especially with someone else's money (the client) is both irresponsible and unethical. As much as I may deride clients for trying to put the squeeze on agencies to keep budgets down to the point of being downright despicable, we aren't doing ourselves all that much in the way of gaining credibility by investing time and money in campaigns that might rake in awards, but don't move product. Perhaps I'm an idealist, but I do believe that we earn our keep by doing the outlandish creative thing in a way that sells product. We work in a business-ified-art mutant-hybrid industry where, as much as we may want to be abstract and beautiful, sometimes we have to "dirty up" our masterpieces with a logo or a slogan. We chose this path. As such, if we don't like it, we should look elsewhere. Or do real art on the side.

All of that being said, I do find it a bit ridiculous that there are award ceremonies for advertising or that they've become such a spectacle. I liken it to there being an award show for used-car salespeople or criminal defense attorneys (both of whom score around the same in polls for least-trusted professions). And honestly, I find it even more perverse that, not only are the awards handed out by people within the industry, but that judges are allowed to participate in voting on campaigns their respective agencies worked on. Not to be too crass, but these award shows seem more like a really expensive circle jerk. Or, rather, a giant masturbation pit where everyone who thinks they are awesome can go get each other off while talking about how awesome they are (don't want to leave out the ladies).

Recognition for a job well-done is excellent and a great motivator. And perhaps, because companies (especially those owned by faceless holding companies), like to exploit their workers with as little compensation as possible, these award shows have become necessary so employees can demand, and actually receive, their fair wages. Still, I'm hard-pressed to find myself all that motivated by the chance of winning a titanium anything. I'd much rather be proud of the work I do that people like my mom and dad actually see. They hate commercials. If I can make them laugh, I know I'm doing a good job.