In days of old in the world of advertising–many refer to it as “The Golden Age”–when major accounts were lost, heads rolled and the blood flowed down the glorious street known as “Madison Avenue.” Creatives and AEs alike commiserated over martinis that in weeks prior, would have served as lunch with the client. Oh, how the times have changed… Or have they?
Certain financial collapses in recent history knocked the wind out of many of the industry’s best and brightest, and that’s putting it mildly. But when the chips fell and after the dust settled, the light changed. Something was different… Or was it? Folks everywhere, from CEOs to CSRs and from CDs to JADs were talking. But it wasn’t over the phone or over lunch, or even via email. (O.K., well, yes; some of these things still do take place, thank god.) It was online via channels such as Facebook and Twitter. Texts. Tweets. Yelps. Etcetera. Communication changed. Mass communication–has changed. An aside, to many who may read this: it will seem akin to a brand new culinary student talking to Alain Ducasse about frying eggs. Hmmm. I am not a social media wizard by any stretch of the imagination. However, and as a writer, I do notice things from time to time.
That said, some things that haven’t changed in our world: creatives still bemoan their misfortune when they find themselves out of work… “But I DROVE that campaign. It was MY idea, MY design and/or MY COPY.” Or, “I’ve been kicked to the curb for some f***ing kid that designs hypertext links. He wouldn’t know a concept if it bit him in the f***ing ass. Do you know how many One Show Pencils I’ve won? I can tell you how many he’s won. That’s right. ZERO.” (See recent post at http://TalentZoo.com entitled, Advertising Agencies: Kiss Your Creative Teams Goodbye.)
Um… maybe it’s just me. Or maybe some of us have forgotten what it’s like to be hungry. It can hurt. A lot. But something else good can happen if you’re aware enough, scrappy enough, and once you’ve quit hanging your head between your knees. You get your edge back. Now, the truth for me is that I’m not where I’d like to be… just yet. On the other hand, I think there will always be a part of me that isn’t satisfied unless I’m dissatisfied. That is to say, I don’t know if I’ll ever be “Where I want to be.” I’ve heard some say that once you get to that place… the place that–before you got there–seemed so great–your perspective changes, and it wasn’t at all what you’d thought. Now, you want something else. Something better. I’ve also heard it said that getting fired makes you stronger. Tougher. If it doesn’t first drive you crazy… I wonder what Nirvana is like. I wonder if once you get there, you think, “Ehn,” …anyway.
This is the deal (and the part where I tell Chef Ducasse all about frying eggs):
The landscape has changed. The world has changed. We are in a new era. Right now, the buzzwords are “social media…” “new media.” Oooh. Ahhh. Tomorrow they will be something newer. One thing that hasn’t changed? People. People still want to be wowed and excited and drawn in. They still want to be driven to ecstasy–and then held. In fact, maybe now, more than ever before. Frankly, so much (and I think many of you will agree, Creatives) in our world that lauds itself as “creative”–sucks. Maybe that’s why people are so bored and tired and are quite content in their own magical mini light-box worlds that fit in the palms of their hands. Maybe as a society and on the whole, we have become one great bunch of fat, lazy sods. Maybe I’m harsh. *sigh* Oh, well. But–my dear, sweet, lovely Creatives–and I mean this with all my heart–I know your pain. But I truly believe the answer does not lie in whacking the hypertext kid. Because The Man is, in effect, a junkie. He will find another hypertext kid. The trick, it would seem, is not even to try and figure out how to win back The Man. The trick is to figure out how to cut The Man out of the picture entirely. We’re talking Frank Lucas-style, Baby.
(O.K., well, maybe not quite that cold, and uh… illegal. But you get my meaning.) The trick, it would seem, is to become what some (Seth Godin) would call, a Linchpin. Relearn how to Fascinate (by Sally Hogshead). Or, as Hugh MacLeod would say, “Quality isn’t job one. Being totally f***ing amazing is job one.”
So, kids… Creative Beasts… have at it. Find a way. SEIZE THE PREY.