Bundled Up and Barefoot

Looking back I definitely would have worn some shoes (and a helmet) for the whole Lombard street thing. Those bricks were sharp. At this time in my life I had only made it up to The City maybe once before. So while everyone was staring at a giant surfboard on wheels, I was taking in the beauty of the place and trying not to kill myself going around blind corners. It's time to get back up here. I'm pretty sure they have repaved that whole area around Fort Point. 

-Gus Hamborg

music:
Lost in the Light // Bahamas
Wake Up // Arcade Fire

 

 


1 Comment

Denizonur
Denizonur

December 02, 2015

Cubemate, I’m afaid I’m with 4:46 – and I haven’t worked in awful aniecegs and I’m not a soulless hack’.I do agree with a lot of what you say though it’s just that interrogating the client’s business and problem could and should be done by smart account people, and the creatives should be brought in earlier in that process.Creatives and creative directors are responsible for a lot of the great planning’ that goes on in advertising, that has always been the case. Allowing the creatives to get in on the problem early and work with the account team to find some interesting angles is a simple and bullshit-free way of working. What you can planning’ I just call smart advertising thinking, that should be done by smart account directors with insight from creatives.I think it’s the separating out of this task into the separate role of planning’ that has had a detrimental effect on advertising overall.Planning as a separate role in the advertising process only has a place in a model of the ad business where account people are just seen a bag carriers, and creatives as caged monkeys (or children LOL) let loose to do a bit of finger painting at the end. Account planning’ as a separate role tends to over intellectualise and over complicate this part of the job, and go too far towards the solution, and attempt to exert ownership over the problem and the direction for the solution. This leaves little room for the unexpected or the category-busting idea.Yes, good advertising does get done in spite of the presence of planning in the modern ad business. But without planning – account directors given back responsibility for business side of the problem, and creatives encouraged to get involved at that stage advertising can get its real sparkle and crackle back.It’s not a coincidence that the vast majority of historical work that we hold up as great has been arrived through this simple way of working.

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