What Australia’s fake, formulaic and contrived work could learn from the humanity of Africa
Australia’s “fake, formulaic and contrived” creative work could learn a few things from the insight-driven cream of African advertising, argues Pat Baron.
I’ve just had the privilege and pleasure of spending a week of 14-hour working days poring over the most creative and effective work created in Africa and the Middle East, as Jury Chairman at The Loeries, Africa’s largest brand communication awards. The contrasts with our work here in Australia – and the lessons for marketers and agencies alike – are profound.
One of the great advantages of being invited to judge advertising awards shows is the inspiration overload you walk away with.
And the Loeries, which are part of Leories Creative Week held in Cape Town, are a great barometer for world-class work. From what I’ve seen over my week of judging, agencies from Africa and the Middle East are creating envy-inducing work that is delivering phenomenal results for their clients. Interestingly, in the past six years three Cannes Grand Prix radio winners were from Africa and the Middle East.
I have to say, this is very refreshing to hear from a creative director. I work with a panel of agencies and often have to wonder what the creatives are thinking with some of the work they bring in. Not only is it not even ‘on brand’ and lacking in any commercial or real world insight, it has little chance of ever motivating our customers or key-stakeholders. Is this an ‘Australian’ thing or just an ‘agency’ thing though. Pat based on your comments about this international work, it does sound like the former. I’d be intrigued to know how many other marketers agree though. It’s an issue I agonise about often as it seems to me too many agency creatives just ‘don’t get it’. Or is it just me?
Good point made well.
Well said Pat.
Though I think the answer is possibly simpler than you think.
There are two key words in you’re piece that should stick front of mind, “diversity and humanity”.
Quite simply, it can’t be in the work if it isn’t in the industry.
I don’t intend to be critical, or cynical.
Perhaps there just isn’t room for people for a more diverse workforce in the industry (I definitely don’t believe that to be true).
Great article. Always interested about hearing what’s happening in other markets outside of NY / London. Australia does feel very safe compared to what you see from emerging markets.
I agree Pat.
However, you are in a position to try to change this within the Australian market.
So instead of writing a nice little pep talk, how about you enact these changes you advocate, starting with your own team at McCann.
Until creative leaders (and clients) stand up and enforce change, the Aus ad industry will remain the same.
It doesn’t have to be Africa, or some transformative re-emergence into being, it’s just about waking up to what’s around you and understanding the different elements that constitute the human experience more deeply, I reckon.
That’s what the people of Africa have – a more intimate proximity to their own humility.
Like this… http://splashurl.com/kgcvh8z