Admen not so mad anymore?
Being labeled as "mad" might not be everyone's cup of tea, but in the world of advertising, it used to be a badge of honor. A realm filled with misfits, eccentric minds, and a blend of both the mad and the sane. It's a peculiar space that has evolved over the years, leaving me reminiscing about the days when Don Draper's charisma on screen sparked a flame within me. Of course, let's clarify—I'm referring to the work persona of Draper, not his tumultuous personal life.
Coming from my background, I didn't witness the madness as prominently as one might expect. Only a glimpse in the early stages of my career when I had the privilege of working with seasoned "madvertisers" who carried an aura that commanded attention, whether out of admiration or fear. Their distinctive voice, attitude, and unshakable confidence set them apart, earning them either respect or trepidation. Regrettably, the era of these advertising titans was short-lived.
The shift began, primarily influenced by the changing dynamics of the business. Adapting to change is imperative, but the concern arises when the distinctive voice and attitude of creatives start fading into the background. Some once formidable figures transformed into more subdued versions of themselves, akin to seeing your favorite movie hero hang up their cape. Is that the kind of ending we crave? Certainly not.
Clients, too, started treating creative geniuses with less regard, occasionally adopting a condescending tone. Yet, unlike Draper, no one stormed out of the boardroom. Why?
This question puzzled me for a while, and the answer isn't straightforward. In my home country, the focus shifted to the bottom line—business and numbers. Admittedly, that's how it should be. We're not running an exclusive art gallery; we don't get to pick our customers. However, the menace of losing that creative spark stems from the fear of replacement or the brand threatening to take their account elsewhere. Nowadays, advertising agencies are as common as pebbles, making client retention a constant challenge.
The pressure to acquire and retain clients is exhilarating; it fuels creativity. But the day a creative is disrespected by the clients and coerced into silence by top management is the day that creativity loses its essence.
A pressing concern is the impact on the younger generation in creative agencies. They seek mentors, spending more time with them than their families. A submissive creative lead passes on that same attitude to the team, perpetuating a cycle of lost voices. It's not their fault; mentors shape their students. Yet, there are those who realize the mismatch and move on, refusing to be mere operators executing orders. However, I’m pretty sure that there are still many young creative geniuses in the right place who are on their way to be the next Don Draper, Ogilvy, Leo Burnett or Rosser Reeves.
Another recent concern among colleagues is the fear of AI. The rapid rise of AI, coupled with the ominous predictions of its impact on creative roles, has instilled fear in every adman. The notion of being replaced, losing passion for the industry, and feeling inadequate seeps into the minds of many. However, admen cannot afford self-doubt. Confidence needs rekindling, without dismissing AI or the inevitable changes—adapt, learn, and grow without succumbing to fear.
In conclusion, my observations may not be universal, but they reflect a slice of the industry I've encountered. The landscape might differ in the UK, USA, or any other country but one thing remains constant—an adman must retain a touch of madness to thrive in this simultaneously enchanting and unforgiving industry. For a fact, I know there are still many advertising agencies and madmen out there who support the roaring voice of creatives and hoping to be a part of that voice once again.
As the learning journey continues, I invite you to share your thoughts and criticisms. After all, this perspective is still limiting, and feedback is a crucial part of the learning process in the diverse world of advertising.