CAMPAIGN DIARY: I’M ONLY A PUNTER BUT ..

I’ve got a few more vermin to add to the contender for the title of Most Despicable Human Being which someone had previously cited as the bad teacher.

I’ve got a few more vermin to add to the contender for the title of

Most Despicable Human Being which someone had previously cited as the

bad teacher.



These rodents sometimes call themselves account managers, they

occasionally disguise themselves as planners and there are quite a few

of them masquerading as creatives.



They speak the marketing lingo, usually have quite senior positions in

some mediocre agency trading on its past glories, but they don’t have an

original thought in their collective brain cell.



They confuse creative with esoteric, originality with their own agency,

not having done that ad before, and are as opposed to developing the way

they think as they are to actually thinking.



Didn’t advertising used to involve some kind of clever twist? I seem to

remember it being that way before I got into it. Challenging popular

perception seemed like a fun way to earn a crust (mouldy though it

turned out to be). Advertising may not be about saving lives, inventing

the wheel, unravelling the mysteries of the human genome or landing a

man on the Moon but, done properly, it does shake us out of complacent

thinking.



So why are so many of its practitioners so averse to challenging the way

they think?



Thank the Lord Our God De Bono for small independent agencies willing to

challenge the way we do things for the sake of it. And may he damn all

the small-minded teachers, planners, suits and so-called creatives to a

Hell of their mediocre existence for eternity.



No-one forgets a good teacher, and no-one forgets a great ad. It’s about

time someone started making some.





Got a rant or a Diary story? E-mail campaign@haynet.com or post it to

Diary editor, Campaign, 174 Hammersmith Road, London W6.



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