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
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
So why are so many of its practitioners so averse to challenging the way
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 firstname.lastname@example.org or post it to
Diary editor, Campaign, 174 Hammersmith Road, London W6.