Brand Recall

Found an interesting article which highlights the ‘tussle’ between the creative and the servicing teams in the advertising world. Unable to link it and hence have given the link below!

http://www.agencyfaqs.com/perl/news/index.html?sid=19822

Somehow, I personally think that advertising is still a ‘business’. Just as much as someone peddles a product, the advertising industry peddles its ‘creative services’. Over time, it is true that the industry evolved to provide ’rounded solutions’ with a 360 degree approach towards ‘communication’ as the center piece. However, the recent times have seen the creative teams take over meetings (including pitches). I don’t think this relegates the servicing world in any way. The business of advertising will work only if all the horses are running towards the same goal. Krishna - Arjuna’s charioteer in Mahabharatha would never have been able to help Pandavas win their cause if the horses that he was maneuvering ran in different directions! The business doesn’t win if all the employees are not going for the same ‘goal’.

I think that the leadership quality which is there in most individuals would make the difference when it comes to choosing a head. One needs to put their people before the business and I am sure the business will come along fine. But we very seldom find it happening.

Another analogy I can think of is the ‘captaincy’ role in cricket. Most captains have failed as cricketers. Uneasy is the head on which rests the crown is not a joke. Which is why I guess the creative ‘leaders’ were insulated from business pressures lest they end up fumbling on their core competence. (This statement comes from a servicing person). I would be very happy to work under a creative guy, but would it do him good? I guess creatives are better if they are only creators. Let the lesser mortals (as most creatives call the servicing blokes!) handle the rest!

While in advertising, I have worked with both creative & business leaders. I think that just like Azhar, Dravid or even the immortal Sachin buckled under the pressure of captaincy which spoilt their natural game, many creative minds have stepped into the thorny world of ‘business’ and have had very forgettable experiences. Views however are very personal, but I guess each person performing their role best leads to a stronger and vibrant organisation than letting one step into another and finding the going difficult. While one should never resist change, it also makes sense not to do away with the importance of one with another. Somehow I get a feeling that we are comparing the job of a music director with the editor here! This comparison doesn’t work!!!