I've worked in enough Asian countries to understand that when GDP is three or four times higher than the E.U or the U.S then it's only to be expected that the work rate has to be a lot faster and/or the hours a lot longer. Nevertheless I think this ad for BBDO as part of a name change to BBDO China sums up the fixation on quantity and speed over quality. Here the agency conveys that their staff are the hardest and fastest working people in the business, overwhelmingly dedicated to servicing the client - Not one reference to creativity, craftsmanship, innovation, thought leadership or any the things that contribute to really great brand building through advertising. While BBDO aren't unique in this view of the business its likely that there is little else we need to know about their approach to it.
Mr Frith,
ReplyDeletethis is a great point u are making. It's the "for granted strategy". as in all the things that u expect as a basic starting point, somebody sees as a unique achievement.
It's a bit like this skit by Chris Rock, where he makes a distinction between (in his eyes) n.g... and normal people. The first take pride for instants in , only having been in jail once, or feeding their kids, or having children with the same wife etc... I do it no justice by paraphrasing, but the point is the same to me. Don't tell me you are honest,'cause was there a reason to assume you were not? And don't pride youself on things that are expected.
cheers
Hi Nico. I believe the starting point is about ideas, and until that is comprehended advertising is just copying and imitating others. Otherwise known as spam.
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