“People Don’t Like To Pay For Ideas”: Creative Director of Emerystudio

“People Don’t Like To Pay For Ideas”: Creative Director of Emerystudio
SHARE
THIS



International designer and humble Aussie legend Garry Emery, the founder and creative director of emerystudio, doesn’t think Adland values ideas and design in the esteemed ways it should, and that it’s time this culture changed.

Speaking to B&T, Emery said, “People don’t value what we do. They don’t like to pay for ideas”.

Emery recalled a time when he, a designer who has worked on projects like Parliament House and the Burj Khalifa in the United Arab Emirates, was asked to work unpaid on a pitch.

“The successful enterprise proposes to invite a selected few designers to participate in an unpaid competition to design marketing communications materials to serve a commercial purpose,” he explained.

“The invited designers would propose ideas for review by the chairman of the board, who would choose their preferred option. The successful contender would then develop and realise the selected ideas and donate their professional services.”

Without naming the company, Emery detailed how he called his business partner, outraged by the idea.

“They are asking us to give away our ideas and be rewarded with more work, for free! I am wondering who’s dumb here? Them or us?” Emery said. “As designers should we be expected to give away our ideas? Aren’t they worth something?

“It is true there’s no copyright on ideas. But intellectual property is not just ideas floating in the ether, ready to be plucked by anyone.

“Someone has to develop ideas in the first place. That takes time, intelligence, lateral thinking and expertise. But if no one is prepared to pay for this work, where do we go from here?

“The world has changed, today we live in a world where digital media has decreased attention spans and the ways we perceive and consume information. Content is imagined, created and tailored towards the interests of individuals.

But Emery thinks the Australian landscape doesn’t have the same respect for ideas or integrity it used to.

“It’s a problem, it’s a cultural issue,” he explained. “I’m sure it happens all over the world, but design isn’t really part of our culture, Australia’s is a sporting culture.

“It’s a bit undignified working for no money. There has to be respect on both sides,” Emery added.

“If people don’t respect you, you can’t work for them. There’s no exchange. If they don’t value what you do there’s no basis for having any kind of arrangement.

“Some people do value ideas, it’s not true of everybody, but the people we’re talking about here are not unsophisticated people.

“I don’t even think it’s right for young people either, it’s disrespectful. An idea is a vehicle to communicate something to someone and it has to add value to someone or something.”

And you can snag more insights from Garry Emery in B&T‘s latest mag issue on your desk or office coffee table now, along with other legends like Reg Bryson and Ita Buttrose.

 

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]