It was a blast at the recent first ever Advertising Week Europe in London. There were truly diverse viewpoints from a wickedly broad representation of thought leaders in the industry.
True, it was pretty London-centric, and not representative of ‘Europe’ as such.
However, there was one point I found particularly refreshing.
Sir Dave Brailsford’s ability to balance art with science and his point on ‘clarity’ as the most important thing in winning is truly inspirational, especially for an industry that is constantly in a state of change.
Clarity, not contradiction, is what we need.
The advertising industry at large remains operating in silos. When mobile becomes increasingly important in the consumers’ journey, the only way to be creative is ‘to be mobile’. As clients demand the evidence of effectiveness through big data, creative ideas have to be ‘data-driven’. As the boundaries between ‘content’ and the traditional form of advertising are blurred, everyone starts raising their objections and protect their line of business, reminding everyone else to ‘mind their own business’.
Everyone has a point, within each individual’s own territory. But why can’t we think in a media-neutral way?
Or should be listen to what Chuck Porter from CP+B said: ‘Don’t start with ads, start with business solutions’?
Nevertheless, there were some fantastic debates and remarkable insights coming out from the conference. In the true fashion of today’s ‘bite-size’ communications, I summarise it in a slide show here.
And as Sir Dave Brailsford also suggested, ‘don’t let numbers inform observations’.