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When the hell did all our creative work become content, and why is no one surprised that it’s terrible?
Hyper targeted programmatic semantically contextual ads delivered to your target audience at the speed of light by artificial artificially intelligent systems.
Of course you can’t blame agencies, the digital frontier offers tremendous opportunities. It’s just that they got a bit obsessed with how they deliver messages and forgot about the messages.
Client ‘We need to get our message across’
Agency: ‘we’ll do Instagram, Twitter, we’ll build an app, we’ll do a pop up. It’ll go viral
and everyone will be talking about it and sharing it!
Client: ‘I have no idea what you’re talking about but your San Fran barbershop Aesthetic leads me to believe you know what you’re talking about.
Distinctive, Influential, emotionally engaging `impactful ideas went out of the window, replaced instead by personalised, programmatic ad templates.
All great rock songs must be re-recorded by 20 year old women with acoustic guitars- the data says so.
The ‘e’ before an ‘r’ at the end of a word must be removed. This is clevr.
Celebrities can sell anything and everyone can be a celebrity
[if you splash out and by enough Instagram followers].
To quote the recent report ‘The Effectiveness Code’ by
James Thurman and Peter Field.
‘Even though it may seem riskier, the data evidence is conclusive that work with creative-award-winning qualities is far more likely to be effective than ordinary work. Robust, insightful strategy is a must – and once this is in place, buy the campaign idea that delivers on the strategy in the most original and engaging way.’
Maybe we should all start thinking about creating films, posters, music, animations, controversial or funny stories instead?
And just ditch the ‘content.'