‘I Hate Adlanders Hating Adland’

‘I Hate Adlanders Hating Adland’
SHARE
THIS



The Australian advertising industry has been accused of suffering from copycat syndrome. The requirement to produce the same type of output is quashing pride, causing some adlanders to be apologetic for their work.

“Unless there’s pride in the industry, pride in delivering business value for clients – and enjoying it – we won’t encourage the best talent to join our industry which means our industry won’t get better over time,” says Lowe Profero CEO, Wayne Arnold.

“I hate that sometimes adlanders hate adland… we need to be more proud of the industry we work in.”

With a career spanning the globe – from North America to the UK and Australia – Arnold argues that advertising professionals in Australia, and to an extent Britain, are unnecessarily apologetic about working in the industry.

Without pride, there’s a lack in business value which stifles creative output. “It is a vicious cycle,” says Arnold.

adland body

Arnold compares the state of play locally to North America, where he says advertising is considered to be more of a legitimate career choice.

“In Australia, if you’re sitting around the dinner table and someone asks you what you do for a living and you reply with ‘I’m a doctor/lawyer/banker’, they’ll respond, ‘Oh, how nice’.”

If instead you work in advertising, Arnold believes the dinner table folk would say: “Oh, so you make all those adverts that disrupt my TV program.”

He reckons in the States, advertising is better received because of platforms like the Super Bowl which give adlanders the opportunity to take risks and showcase their most creative work. And it’s work that make the crowds feel warm and fuzzy.

Toby Hemming, director, Bold Media agrees with Arnold. He says: “I just think people play it too safe here. There’s not enough creativity and you see it with the same thing being done over and over again. In the States, because of the big budgets they’ve got, they tend to be more risk-taking.”

Hemming cites the example of Woolworths and Coles. He says: “There’s been no disruption to the market so there’s no spiral of creativity where there should be.  Banging on about Fresh Food all the time isn’t going to make me switch from one to the other. It’s not telling me anything about them at all.”

Hemming agrees that Australian industry folk can be apologetic for executing banal output and says a lack of risk-taking is to blame. He says: “My big gripe would be there’s a lot of talk about creativity and pushing the boundaries. But if you actually look at the majority of the output it’s probably no different to what it was 10 years ago. The whole thing really just needs a kick up the arse.”

“We have cultivated some amazing talent in this country, and they’re probably frustrated because they have to produce the same thing all the time. Really boring, run-of-the-mill stuff. I think clients think that’s what people want but you’d be surprised,” says Hemming.

Paul Swann, creative partner at The Works, likens the problem to a copycat syndrome. He says: “It’s when inspiration becomes imitation. For example, Old Spice comes up with the man your man could smell like, which is heartbreakingly perfect. Then you’ll have this slew of imitations for the next 12 months, but they’re done with a fraction of the budget and a fraction of the pedigree of talent. Therefore the result is a bland facsimile and it’s a genuine trap for people in the industry.”

With a solid shake up, Hemming is confident “the general public would then feel in tune with the industry”.

Despite this lean toward carbon copy output, Swann would much rather be working in adland than bankland and he doesn’t feel “all that apologetic” about it. He admits, though, people might feel apologetic because advertising involves “pulling on emotional levers and creating problems for people they didn’t necessarily know they had”.

“There is a spectrum, and it comes down to how much unnecessary angst you want to create in people’s lives,” says Swann. Still, he’s not saying sorry for the fondness the general public has towards certain ads. “They all love a good beer ad,” explains Swann.

Lowe Profero’s Arnold agrees that adland is a fun place to be, “I used to be a lawyer. Lawyers and bankers are generally pretty miserable,” he says. But he admits adland in Australia could benefit from a dose of pride and re-defining what success looks like in “alternate industries”.

“What we don’t have in advertising is that shiny skyscraper; I remember being a 20-year-old kid and wanting to study law so I could work in the city, wear sharp suits and basically be in a skyscraper. Once you’ve got that, you realise it’s a pretty horrible place to be. You think that’s what success looks like because you see it on TV,” explains Arnold.

“When we’re at our best, we not only entertain, but crucially, we drive millions and billions of dollars of revenue, resulting in increased share price value for our clients,” says Arnold.

And to get there, Arnold says it requires a change in culture that “starts at the top”. Hemming agrees, but adds: “It would take a big brand, like Telstra, to grow some balls, stand up and say ‘Let’s do something really different’.”

“Let’s be proud of what we do and lets link more of a business argument into what we do – by becoming more business-like, we become more valued and more proud of what we do which means clients respect us more, we get paid more and most importantly we attract the right kind of talent in the industry,” explains Arnold.

Please login with linkedin to comment

Advertising Standards Bureau Chocolate Chip Cookie Google Pigeon iinet Jamie Oliver SEM Tesco UM Melbourne

Latest News

Silverbullet Achieves Adobe Audience Manager Specialisation
  • Media

Silverbullet Achieves Adobe Audience Manager Specialisation

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 […]

Adobe Launches Adobe CQ To Measure Creative Aptitude
  • Technology

Adobe Launches Adobe CQ To Measure Creative Aptitude

Adobe today launched Adobe CQ (creativity quotient), an evaluation tool designed to measure enterprise creative aptitude and capability across teams and organisations. The persona-based test will help leaders understand how to use creativity, cultivate it and accelerate skills development. Adobe managing director for ANZ Suzanne Steele [feature image] said: “With the exponential growth of technology and […]

Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Technology

General Mills Partners With Zyper To Build Virtual Superfan Communities

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 Pledges $500,000 To Group Admins Across Australia
  • Technology

Facebook Pledges $500,000 To Group Admins Across Australia

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 […]

Canon Australia Named Official Imaging Partner For Sydney Zoo
  • Media

Canon Australia Named Official Imaging Partner For Sydney Zoo

Canon Australia has today become the first official Imaging Partner of Sydney Zoo. The two-year partnership will see the two experience-led organisations bring to life a variety of on-site and digital platform photographic and creative print activations; each with the purpose of extending the creative and educational experiences of every guest to Sydney Zoo. From […]

Daily Telegraph Loses Geoffrey Rush Appeal
  • Media

Daily Telegraph Loses Geoffrey Rush Appeal

Judge says Geoffrey Rush can keep the cash, however, warns him about making any more 'Pirates Of The Caribbean' sequels.

by B&T Magazine

B&T Magazine
Home Office Set Up for Webinar and Teleconference whilst respecting the lockdown due to the corona virus outbreak
  • Media

Shootsta Wins Orica, Vision Australia And Veolia As Demand For Webinar Continues

A pivot towards producing digital webinars, podcasts and animations for clients has seen global vid tech scale-up Shootsta win several new major clients. Since March, Shootsta has secured local work with Orica, The Royal Commission, ASG Group, Teachers Mutual Bank, Savills, Veolia, Vision Australia and Sydney Children’s Hospital Foundation. Globally, it has won contracts with […]

Facebook Responds To Advertiser Boycott
  • Technology

Facebook Responds To Advertiser Boycott

Facebook has responded to the current advertiser boycott and it's both direct with just the right smattering of grovel.

by B&T Magazine

B&T Magazine
Audiences Strengthen As More Australians Get Back To Fitness
  • Advertising

Audiences Strengthen As More Australians Get Back To Fitness

Val Morgan Outdoor (VMO) has revealed that audience numbers are averaging 60% pre-COVID levels at VMO Active fitness centres across the country. Western Australia, where health clubs were the first to reopen in May, is now sitting at a 12.4% week-on-week increase, with a return-rate of 72% overall, which Val Morgan anticipates will be reflected […]

Sparro Promotes Hannah Jones To GM
  • Advertising

Sparro Promotes Hannah Jones To GM

Independent digital marketing agency, Sparro, has today announced the promotion of Key Account Director, Hannah Jones, to General Manager. Jones, who joined Sparro in September 2017, has played a pivotal role in shaping the agency’s unique and award-winning culture and expanding the company’s client portfolio. Sparro Co-Founder and Partner, Morris Bryant, said appointing Jones as […]

Jardin Anderson Joins Emotive As Senior Creative
  • Advertising

Jardin Anderson Joins Emotive As Senior Creative

Integrated Creative Agency, Emotive, today announces the appointment of Jardin Anderson as Senior Creative. Jardin joins Emotive’s creative team with plenty of adland experience including roles at The Glue Society, M&C Saatchi Sydney and DDB Melbourne. Jardin Anderson said:​ “​ I am super excited to be a part of the Emotive creative collective. The creative […]

Retail Out-Of-Home In Combination With Television Delivers Greater Impact
  • Media

Retail Out-Of-Home In Combination With Television Delivers Greater Impact

Shopper Media today released findings from its latest ‘Media Multiplier Effect’ Shopper Study, confirming that using retail OOH in conjunction with television advertising will deliver greater efficiencies for brand and product campaigns. Jamie Hollebone, Shopper Media’s Head of Revenue (pictured), says, “The findings indicate that a combination spend on TVC and retail OOH will boost […]