Last Friday We Love were honored to have the esteemed Patrick Collister – ex-Executive Creative Director of Ogilvy and creator of some of the best known and loved advertising in our industry – visit our studio and spend a couple of hours to discuss what is making him tick in todays fast moving and forever changing Advertising landscape.
He gave us great insight as to how the industry has changed in the last 10-20 years. How Brands MUST re-establish and learn to love themselves again, deliver on their promises and live up to their values in a much more educated and savvy marketplace. How that if they do not accept change and rely on the old and tested methods of days gone by then they are doomed to fail, to become dinosaurs of the modern age. Just keeping up and treading the same path is not good enough. Best practise means what everyone else is doing – until someone does it better… so make sure you do it better.
He pointed out that within the last 6 months a number of major brands have died on their feet. They have ceased to exist, and yes there is a pattern to their failure. A pattern of apathy and resistance to risk, of reliance on the statistical data and marketing methodology of yesteryear, of not going with gut feeling, and not utilising the vast amount of data that we have available to us… and finally… to NOT have or BELIEVE IN, the IDEA!!
We are all inspired here at the We Love manor… so together let’s re-install the value of the brand to the consumer. Let’s not be happy with just a small % increase in market share or the status quo… let’s tread upon unknown territory, take the risks and prove that ROI actually stands for Return of Idea – not investment…
We live and work in a creative industry… It is not a science. Be prepared to do battle for the idea that you know is a winner. Battle for it within a marketplace, and with technology that many fail to understand, or where return of idea is near impossible to prove.
And most of all… be brave.
