Advertising Age published a pathetic perspective from the New York VML CCO—which is almost an acronym oxymoron.
The content is titled, “5 reasons it’s gotten harder to do great work—and how to get back to it”—a title literally highlighting the inherent flaw in the author’s thinking.
That is, the VML CCO believes rising to the future requires returning to the past. Um, most adpeople realize the White advertising agency business model is broken. Outdated. Obsolete. Useless.
The VML CCO compounds the out-of-touch irrelevance by presenting five contrived clichés about the creative process.
To further underscore the bullshit, Ad Age chose to illustrate the viewpoint with a contrived and clichéd Sisyphean stock image (depicted above).
In short, there’s not a single great idea in content advocating for great work.
5 reasons it’s gotten harder to do great work—and how to get back to it
By Wayne Best
I have no personal connection to DDB. I have never worked there and have very little knowledge of the culture at the time its name was “retired.” I do, however, have a great deal of respect for Bill Bernbach. I still use quotes he uttered from before I was alive. He ushered in the power of creativity in advertising.
That led me to wonder if his name disappearing (well, the B in DDB) was the end of the era of creativity. I have decided the answer is no.
I will admit that I miss the days when smart, insightful advertising was prolific and opening an awards book was like unwrapping a gift. That’s not to say great work isn’t still happening, but lately it feels like the priorities have been put on data, systems and efficiency. And learning how to best use AI.
These are good things. They are changing advertising for the better. Yes, some jobs will change as a result. For instance, it’s a hard time to be a storyboard artist. But the best storyboard artists have visual taste and can tell a good story. Those skills are still needed; it’s just that the tools that get you there have changed.
So, embrace change and adapt.
Resistance is futile.
That last line is not meant to be eerie. It’s just true. The sooner you acknowledge it, the further you’ll go. After all, the path to great work is to kill good work. Progress requires you to kill your darlings so you’re free to think in less expected ways.
Which brings me to the question: Has “brand” become irrelevant?
I don’t think so.
Yes, media and production efficiencies can optimize our budgets. Customization and transcreation will continue to improve. But there is still an itch that all of that can’t scratch. And that is love.
Great brands have a place in our hearts, and that love still needs to be earned. It starts with a great product, but that’s just the beginning. Steve Jobs didn’t just produce great products; he also found a way to connect with people on a very human level. “1984” isn’t just an ad for a computer, it’s a celebration of individuality and a middle finger to corporations. “Here’s to the Crazy Ones” is about honoring the misfits who are daring enough to think they can change the world. The brand has a distinct point of view.
Data doesn’t do that. And AI aggregates the past rather than finding the unexpected. It doesn’t have the soft skills. It doesn’t have empathy.
That said, I don’t think our quest for data or AI are to blame for our current creative lull.
We’ve made it hard on ourselves to do breakthrough work.
We’ve added layers and layers of decision-makers. We’ve tried to be all things to all people. We’ve become afraid to make hard decisions and take chances, and that’s dangerous, because when you don’t make hard decisions, you sit in the middle. And the world ignores the middle, no matter the media budget.
I’m sure there are things I’m leaving out, but here are five things I know absolutely get in the way of building a great brand. None of them have to do with AI:
1. There are too many people involved in the decision-making. While it’s important to listen to opinions, a camel is a horse designed by a committee. Listening to people is fine, but somebody needs to be the decider, or you will build that camel.
2. If you try to please everybody, you will excite nobody. To be a great brand, you need to have a distinct POV. This means there are a lot of things you need to not say. Deciding what not to say is harder than deciding what to say, because different stakeholders care about different things.
3. Building a brand the right way takes time. We are always in a rush today, and the speed of AI and digital production has us moving faster than ever. Technology helps with the daily work, but to crack the bigger brand work, you need to be thoughtful and deliberate. Impatience is not a virtue.
4. Write shorter briefs. It’s hard. Writing long-winded briefs that everyone can read and find the “thing” they care about covered in the many pages is easy. Finding that sharp, pointed thing you can own in a sentence is hard. But until it gets sharp at the brief stage, you’ll be wasting expensive creative time. Make the hard decisions on what matters, and what doesn’t matter, at the brief stage. Or it will create endless swirl.
5. Never forget the problem you’re actually trying to solve. It’s easy for Walmart to promote deals on its website, but the bigger challenge is making consumers feel good when their neighbors see that Walmart box on their porch. It’s not an accident Walmart started using popular music and celebrities and buying high-profile media. When you keep the bigger goal in mind, it makes daily decisions easier.
I’m still sad when I see the greatest names in advertising dropped into a six-foot hole. But hey, those people were already dead. It’s what we learn from them that matters. If Bill Bernbach were alive today, he wouldn’t be moaning about the death of the print ad, he’d be figuring out how to build a real connection between a brand and the humans who need it given our current environment.
I am bullish on 2026.
As we learn to work with AI, it gets less scary and more helpful. The weirdness of the pandemic is wearing off. Mergers have become less of a shock and more of a way of working. And the best minds I know are anxious to be more creative again. They’re excited to do unexpected and wonderful things.
Let’s roll up our sleeves and get to work.
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