Cindy Gallop On Adland’s Responsibility To Reinvent Aspirational Culture, End Racism & Normalise Sex
The world has changed as we know it, and with it, the potential for new world order, and whole new advertising industry.
Speaking at last week’s Cannes UnCanned event, advertising and marketing maven Cindy Gallop discussed why everything that’s happened in 2020 is good news for the world, and advertising; from how adversity drives opportunity to how the industry needs to reinvent aspirational culture, how to end racism in the industry and more. The session was sponsored by IPG.
“I’m a great believer that adversity drives opportunity,” said Gallop. “The events of 2020, a pandemic and Black Lives Matter, are ensuring that the world will never be the same again. And that is actually a very good thing, especially for those of us who have never the status quo to begin with.
“It’s only when things break down this awfully and completely that new models for new ways of doing things emerge, that never would have otherwise.”
And so there are currently two dynamics at play. There is what the pandemic and the protests are making happen as we speak, which is the breakdown of the old world order, and then there is how each of us seizes the moment and leverages that breakdown to make the things that we want to happen, happen.”
Gallop spoke on four “soundbite catchphrases” the industry consistently hears, and how new ways of thinking can be applied these sayings based on the events of 2020.
“We’re on a fast turnaround”
“The first soundbite catchphrase that we hear all too often is ‘We’re on a fast turnaround’. And that is usually when ones’ heart sinks at what we know is coming. Whatever it may be – a strategy, creative campaign, production, or pitch – we are on a fast turnaround is actually very good, in a way.
“The really interesting thing about what is happening right now is the time is working differently. The pandemic and the protests have both sped time up. Things that we were told, for so long, would take very prolonged periods of time to happen have now been proven to be able to happen almost instantaneously, when they absolutely have to. I want to urge you to apply that creatively.
Yet at the same time, Gallop also said time has slowed down because the world is consistently shifting between being in lockdown, to coming out of lockdown, to going back into lockdown, “so we all have more time to do things”.
“You have more time to make changes you have more time to rethink where you’re going, you have more time to focus on doing the things you really want to do that he would have otherwise. All bets are off, and I urge you to think about time creatively and make it work for you creatively because right now, time can do all sorts of things it never could before,” she said.
“It’s all about the work”
Another common industry soundbite is that “it’s all about the work”, and while Gallop said it is all about the work, it’s not in the way the phrase is currently being used.
Gallop has long been a supporter and champion of diversity in the industry, and said now is the time to end racism in the industry once and for all.
“It is all about the work and the very creative work we do,” she said, adding that it’s about the work we do to “end racism in our industry”.
“All you have to do is hire, welcome, and promote black talent. When you do that, you end racism. That’s all it takes. When you hire and promote black talent, you pay black talent and you channel wealth to black families and black households. You begin equalising the racist pay gap. And you begin building the black economy.”
She also said when you hire black talent, you bring the black lens to bear on creative work.
“You no longer have to worry about “Is this commercial diverse enough? Do we have enough diversity in this photography?’ Because when you have black talent creating the ads, approving the ads, producing the ads, directing the ads and running the ads, you don’t even have to think about that anymore because you have brilliant creative diversity”.
“Will this win a Lion?”
Gallop also spoke to the idea of the industry needing to reinvent aspirational culture and that the be all and end all should not be about whether the work will win a Cannes Lion award.
“Is this a Lion? Will this will a Lion? It’s the ultimate aspiration, creatively in our industry, to win a Lion, to have the opportunity to walk the stage, because what you have produced creatively has been celebrated as the best, the best. That is our industry’s aspiration. I want to urge you, at this moment in time to do something that I have honestly been urging for a long time, which is to creatively, seize the opportunity to reinvent aspirational culture.”
Gallop said this is crucial, especially as the industry “deals in stereotypes”.
“We are an enormously powerful force in popular culture. What we showcase in advertising shapes societal attitudes and behaviour and that is why stereotypes are harmful. When we reinvent aspirational culture and what we represent as aspirational […] we inspire people to live the best life they can, within the world as it really is.”
A recent study revealed the advertising industry is out of step with what consumers want and value, which Gallop said is because the industry is stuck in a “time-warp”.
“We’re stuck in a time warp because of how good it originally was back in the Madison Avenue days at inventing aspirational culture. What we do brilliantly create desire. And that trapped us into a very conventional mindset, which is only a very conventional mindset because the industry is still dominated by white men. And it is still dominated by white men of certain socio-economic backgrounds.
“For decades, we have been overdue and reassessing the fact that it’s not about persuading people to want material goods. There are so many ways in which we could be reinventing aspirational culture in ways that are actively useful to consumers and beneficial and will sell a product.”
Normalising female empowerment and sexualisation
As an avid speaker on and promoter of normalising sex, Gallop also spoke on the issue of taking ‘slut-shaming’ out of sexual representation and female empowerment in advertising.
She said fundamentally, women need to be on board in every part of the creative process in order for change to happen.
“To change what you’re talking about, we need women creating the ads, directing the ads and approving the ads. It doesn’t matter what brilliant ad that one female team in the otherwise male dominated creative department makes. It doesn’t matter how brilliant the campaign that they come up with it is, if they have to present it to a white male creative director, for approval, who is going to apply the white male lens to.
“We have to operate the female lens on every single point of the creation, production, distribution and supply chain to get the kind of work out that speaks to us, and normalises female sexuality. When you do that, you end slut shaming.
“I’m going to fucking well show you”
For years Gallop has been fighting the good fight, attempting to create a more diverse and equal industry. Gallop reflected the only way change will happen is a “complete and fucking disaster, and now we have it,” she said.
And yet, change has certainly been slow, so what keeps her going through all the demoralising challenges?
“What keeps me going, the challenges I’ve faced building Make Love Not Porn and trying to make change happen in this industry – the single thing that most motivates me is a dynamic that I call: ‘I’m going to fucking well show you. That’s what keeps me going.”
You can watch the full session HERE.
Massive thanks to our Cannes UnCanned sponsors!
Latest News
News Corp Australia Gets Ready For D_Coded 2024
News Corp Australia will be unveiling transformative solutions to navigating today’s rapidly changing digital landscape at the company’s annual D_Coded event next week. Over two days in Sydney and Melbourne, a series of live presentations and product announcements will outline how brands can gain a strategic advantage, build stronger customer relationships and achieve long-term growth. […]
Ideally Continues high growth trajectory, appoints senior marketing lead
Ideally has appointed international brand marketer Maura Halpin to the newly created role of marketing lead, effective immediately. The appointment comes at a pivotal time in the brand’s ambitious growth strategy following its launch in August 2023. Since launch Ideally has announced a $2.15m seed investment has grown to nearly 20 staff across Australia and […]
Feel-Good Gin! The Oasis Committee And Spirit of Little Things Collab On Charity Gin
The Oasis Committee in partnership with Spirit of Little Things has created the perfect bottle of gin for every media office bar cart with all proceeds from the signature gin to go towards Oasis Project and Western Australia’s disadvantaged youth. The Oasis Committee is focused on leveraging the power of the WA advertising and communications […]
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.
New Campaign Highlighting Renewable Gas As A Crucial Component Of Energy Transition
It's hard not to make a renewable gas ad sound like a tedious Year 9 science lesson. So well done to the agency here.
Love Media Welcomes Alana Dowling As New Client Director
Seasoned media pro Alana Dowling joins the Love Media team. Clearly replacing someone who didn't love it
B&T 30 Under 30 – Where Are They Now? Until Recently, Prison!
A prestigious 30 Under 30 gong can get you headhunted, promoted or, in this instance, a two-year stint in the slammer.
“We Will Never Tell A Journalist What To Write” – Nine’s Aimie Rigas On How Data Is Shaping News
Data becoming the journalist's tool for more engaged content. Still not beating dodgy MAFS contestants or a Kardashian.
Beware The Bad Guy. Billie Eilish Fans Brace Themselves For Scammers
Thought getting Tay Tay tickets was an unimaginable nightmare? Read on as Billie Eilish promoters say hold my beer.
Twilio Names Chris Koehler As CMO
Chris Koehler named as Twilio's CMO. Which may prove a prickly tongue twister after a lengthy open bar tab.
ARN Announces Ad Sales Partnership With The Athletic
Can we slow the rotation of the sun? Because that's the only way we'll fit all these new podcasts into one day.
Burger Wars Continue As Hungry Jack’s Brings Back The Big Jack & Mega Jack
Hungry Jack's' Big Mac ripoff set to return after recent legal win. Still no one racing to clone the Filet-O-Fish.
Diverse Voices, Sustainable Choices: Natalie Dean-Weymark On Why Sustainability Is A Non-Negotiable
Here, Compass Studios' Natalie Dean-Weymark talks diversity in media. It's the human equivalent of the Family Assorted.
New Partnership Between The Sweetshop And The Gardening.Club
Thought you'd be getting tips on aphids & fungus gnats from this Gardening. Club news? Prove yourself totally wrong here.
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.