Nick Law, chief creative officer, Publicis Group + ANDY Awards chairman shares 2019 predictions

nick-law-1.jpgThe AD Club of New York asks Nick Law (left), ANDY Awards chairman and chief creative officer Publicis Group / president of Publicis Communications his predictions for 2019.

This year, the biggest shift in my approach to creativity is starting with the agency model that makes the right work possible. We need to create new things so we need new capabilities.

If agencies don't learn how to incubate and stand-up new capabilities, their share of client's budgets will continue to shrink. A reactionary service approach, encouraged by fawning account leads, has led to agencies outsourcing their model to clients. As an example, no serious thought has gone into reconsidering the atomic creative team since Bernbach paired copywriters with art directors in the late 50's.
Clients typecast their agencies, who then shape themselves to fit these preconceived ideas. But it's not the client's job to design their agencies for the future. When they realize they need new kinds of work, they'll get a new agency. It's up to agencies to make strategic decisions about their capabilities, and the teams inside them, that anticipate what their clients will need tomorrow and in 2 years' time.

Growth will come from a suite of connected capabilities that mirror client opportunities and the media behavior of actual people-- not the fatuous insistence that a "big idea" can still solve everything. This ruinous myth has given creatives an excuse to avoid mastering the myriad of new mediums that have multiplied in the last 20 years. No amount of anthem-films and fridge-magnet-taglines can mask this neglect.

It's time to stop defending our glorious past before it's too late. We need to learn from the music industry; the canary-in-the-media-coalmine. As music fans moved away from CDs to digital files, music companies defended their model of physical distribution, and the industry shrunk by a third. It was rebuilt by new companies on a new foundation of streaming. Clearly the internet is the foundation that the advertising industry needs to be rebuilt on.

This shift requires the creative community to be more excited about the future than the past - to make stuff that is connected intelligently to the modern world, and is designed to be watched and interacted with on mobile (the best version of the internet). Continue reading on Ad Club Insider...

There is one week left to submit your entries in for the 2019 ANDY Awards, with the deadline set for next Wednesday, January 30, a $250 late fee per submission will incur after this date.

To be eligible for submission the work must have been live between March 1, 2018 and
March 1, 2019. 

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1 Comments

Ann Ominous said:

If I wanted to be a plumber, I’d have become a fucking plumber... or a blogger, or a coder, or a drone pilot. As it happens, I became an advertising creative. I have seen my trade decimated by endless twats writing their own puff pieces by putting themselves forward as the next agent of change when, if fact, they have absolutely no idea what they want from their network other than for everyone to jump all over whatever new digi/soci/drone fad they spot on YouTube. If you do advertising, do fucking advertising. Be proud of your trade and try and make the industry less shit than it has become. There will always be a massive market for good advertising. This is a scientific and artistic fact. But if you don’t want to do advertising, please go and be a plumber, or whatever.

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