The advertising industry needs to adopt new behaviours in order to stay relevant in the new economy and looking to past masters from the art world could be the secret M&C Saatchi’s creative director has told the audience of a Cannes Lions forum.
Sam Ball, creative director M&C Saatchi London, drew on Filippo Marinetti (pictured above), Gerhard Richter and Henri Matisse as guiding lights for what it means to be creative in the 21st Century.
Ball said learning from the great artists can transform advertising with their ideas, techniques and energy commencing with a snippet from Marinetti’s powerful futurist manifesto from 1909: “Let’s break out of the horrible shell of wisdom and throw ourselves like pride-ripened fruit into the wide, contorted mouth of the wind! Let’s give ourselves utterly to the unknown; not in desperation but only to replenish the deep wells of the absurd.”
Marinetti, Italian poet, philosopher and artist believed one must give oneself entirely to the unknown in order to achieve greatness, said Ball.
“Lesson 1: Ask Utterly Absurd Questions. Ad agencies need to think this way and ask the absurd, keeping only one foot in reality camp, not both,” Ball said.
Ball used Land Rover’s world’s first Transparent Bonnet Concept as an example of asking the absurd – a ‘see-through’ augmented reality view of the terrain ahead, making the front of the car ‘virtually’ invisible from inside the cabin.
The next artist Ball contemplated was Gerhard Richter, a German visual artist, known for his unusual ability to use a diverse range of styles – art that is almost photographic in its detail to abstract (see image below). His paintings evolved in stages based on his response to the picture’s progress. “The end piece is unknown , even though the outcome is. His art was iterative,” said Ball.
“Lesson 2. Employ methods that allow iteration and evolution for the most creative outcome possible. “Ad agencies still operate in a very linear process. If a change is required midway, the account manager needs to check with the client, the client needs to get sign off up the hierarchy, and time passes and the effort is often considered too onerous to bother. Ad agencies need to be bold and employ method of communication that will enable the free flow and iteration of ideas at any stage of the cycle,” he said.
“Lesson 3: The advertising industry needs more old people,” said Ball.
The final artist in the presentation was Henri Matisse. His most profound work was when the artist was in his 70s and 80s and unable to paint. Instead he used scissors and paper to cut out shapes (see image below). The paper scraps were retrieved, pieced together and meticulously pinned in place according to the artist’s instructions. He did his best work in old age.
There is no absence of wisdom and age in other professions such as architects, the law, medicine, yet an older creative in advertising is seen as a contradiction. Ball ended with: “We need to burn brightly for longer and believe our best work is ahead of us.”
In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]
A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.
Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.
Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts. With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]
In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]
Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]
Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]
Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]