Russel Howcroft goes local at MADC Presents event in St Kilda, Melbourne on Tuesday night
Russel Howcroft was the guest speaker at the latest MADC Presents held at the Local Taphouse in St Kilda, Melbourne on Tuesday night. The event was sponsored by Hell Studios.
Speaking to a sold out crowd of around 100 people, Howcroft’s theme was ‘Celebrate the Buyer’. As he pointed out, a creative idea, as clever as it may be, is actually worthless until it’s bought and paid for.
Russel shared his insights on the relationship between creative and account management within agencies and how ‘suits’ should take a more active role in presenting creative to their clients, explaining that ‘putting creatives in front of the client can actually be dangerous to the idea’.
He also pointed out that good account managers are actually harder to find than good creatives. On new technology and its effect on creative, Howcroft was as enthusiastic as always, but did ask the question ‘Seriously, who actually wants to like a cup of soup on Facebook?’
Says Nigel Dawson, MADC president: “These evening talks are fast-becoming a very popular focus for the rejuvenated MADC, and it’s great to see clients and suits attending as well as creatives. Russel was his usual feisty self, he’s always refreshing to listen to.”
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5 Comments
The perfect comment from a glorified salesman
A salesman who along with Ben Coulson, turned GPYR from a basket case into one of Melbourne’s best agencies. The ad game needs more salesmen like Russel and perhaps a little less of the tall poppy syndrome I think.
I guess that depends on whether you think advertising is for lining the pockets of businesspeople or creating interesting, original ideas.
We are all glorified salesmen, Willy. And the quicker you understand it and actually embrace it, the longer and more gratifying your advertising career will be.
Apt pseudonym for a copywriter that fancies himself an auteur. What do you really think advertising is for? To sell more product! That’s what we get paid for! If you want to create interesting original ideas that SELL more product, then this might be the industry for you. If you just want to ‘create’ interesting original ideas go and become an artist. And sell your OWN product!