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  • Brand Architect reports on developments in the marketing services industry and hopefully contributes to the thinking that is shaping the intersecting worlds of brand consulting, advertising and management consulting.

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  • I am a founding partner of Sagacite, a management and creative consultancy focused on brands and branding. You can learn more about Sagacite by visiting www.sagacite.co.za

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Comments

Amod Munga

While I agree in principle with Mr Clow's laudable comments, the reality is that what we do is essentially disposable. The art we create is only relevant as long as the client believes it's relevant to his business. Once the product or campaign is over, so is the usefulness of what we've created. Notable exceptions exist. Just Do It for Nike is such an exception but how often do we as creative agencies get to work on something that has the possibility of being relevant to the point of being iconic beyond its initial realisation?

So comparing film and music and the rest of the arts to advertising is hardly fair. Mozart's Don Giovanni will probably still be performed long after Apple's campaign for the new iPad has ended. People will still be watching The Godfather long after the latest adidas TVC has been pulled. Books, comic books, TV shows, poetry, sculpture... These examples are creations that add value to the tapestry of society. They're reflections of our humanity and maybe even a sign of how far we've progressed as a species despite our inherent flaws. Most of all, they have the ability to reach us in an intangible manner, on an emotional level, and leave a mark on our being. These arts are immortal.

Advertising isn't any of that. Advertising is a commercial product created with the sole aim of increasing revenue. There's no soul in that. And while some ads may move us to tears or laughter, they're never referred to past their lifespan.

The trick therefore is not to figure out how to get paid better for what we do but rather to do what we do better so we can get paid. I don't have a solution for that but I think it lies in putting our creative talents to work for the greater good, be that aesthetically or practically. Take a press ad beyond just a headline and a stock image. Take a jingle beyond a synth'd beat and a some meaningless vocals written around a strapline. Do that everyday with every job and maybe we can change the way what we do is perceived and get rewarded appropriately for it...in a perfect world.

Of course, it doesn't stop us from trying.

[PS: this is a stream of consciousness comment so I apologise if it rambles a bit]

mike

you don't need to repost this, just thought i'd share.

What Lee is describing is a completely different business model. Here's my suggestion if you want to own more of what you create. Either do it on your own, with your own funding, or money you raise. Then you'll own it like the other Media Artists he is drawing a comparison too. OR, work for commission only, agency compensation would be structured based on brand recognition, brand perception and sales. Because if Michael Jackson never sold a record, James Cameron's movies all bombed, and JK Rowling never sold a book, they'd have nothing. So if he really he believes what he is saying, then really go out on a limb and create a format that takes as much risk as the other Media Arts. Because right now, agencies get paid if campaigns bomb. If you really believe that, you have to leave the vendor compensation model behind.

Jessica

Really like the blog, appreciate the share!

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