Tuesday, June 23, 2015

12726: Cretins On Creativity 2.

Campaign continued its Cannes coverage by asking Omnicom Pioneer of Diversity John Wren, Dentsu Dimwit Jerry Buhlmann and Havas Favored Son Yannick Bollore to comment on creativity. Here are the comedic cracks:

• Wren said, “Our agencies see [creativity] as a core asset that has to be acquired, built and maintained; an asset that can be leveraged.” Yes, and that’s why Goodby Silverstein & Partners and Fathom Communications are parity products.

• When asked to name the most creative thing he owns, Buhlmann said, “My wine collection, which has been in the making for more than 30 years.” Meanwhile, Buhlmann’s advertising agency collection is the Riunite of the industry.

• Bollore said, “There is a lot of focus at the moment on new digital media and data but creativity is still a pillar of the advertising industry and we are still investing heavily in our creative people—no algorithm will ever replace a creative director.” Perhaps, but a monkey with a Mac could easily replace most of Havas’ creative directors.

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