Opinion: Perspective - Why the ad industry needs to find more Jerry Bruckheimers

I love CSI. Sorry, but I do. Yes, it's formulaic. Yes, I know that the local constabulary isn't really equipped with Minority Report analysis screens.

And, yes, I do agree that in the case of CSI: Miami, it is wholly inappropriate to have a Hummer for police use. But I do like a thoroughly well-produced story with just enough intrigue to fill 40 minutes of sofa time.

Whatever your qualitative views are on CSI, I think most people would at least tip their hat to Jerry Bruckheimer and his producing skills. He's arguably one of most prolific makers of mainstream entertainment in the world, commanding three top-ten shows on US television at one point and an ever-growing collection of franchise blockbusters - from Pirates Of The Caribbean to National Treasure. And he did Top Gun. He also happened to start his career in advertising and it's our loss that he left.

We need more Jerry Bruckheimers and we need them now. I'd say it's possibly the most critical role for industry today. Don't mistake this as a call for a return to bloated budgets and indulgent productions but rather an embracing of a culture of doing. A prolific culture of doing.

There's no shortage of great ideas out there, but there is a shortage of people who can get things done and get them done well.

The modern "uber-producer", like Jerry (can I call you Jerry?), is a full-time doer. They will take an idea and get it made in any medium you can imagine. They can generate their own alternative ideas or improve on yours. And, importantly, they are firmly wedded to the idea of effectiveness and success because if no-one engages with what's produced, then there's no point in producing it.

They can make things big and small - from a lightweight application to an e-commerce-enabled website. From a hand-held video piece to a ten-part mini-series. They are life's problem-solvers. They are most definitely not a service to a single department, they are the vital accelerant for commercially applied creativity.

It's probably redundant of me to acknowledge that solutions to our clients' and business partners' marketing challenges no longer only come in neat 30-second packages or 48 sheets of paper, but nor do they always come as webi-sodes, iPhone apps and inventive new uses for Facebook Connect. The answers are going to be increasingly diverse and will continue to range from analogue to digital. Uber-producers are equally comfortable with both.

How do you recognise them? I wish I knew, but I suspect they still make a lot of phone calls, send very short e-mails and they're rarely, if ever, late.

Oh, and if you are one of these rare people ... would you like a job? - Johnny Vulkan is a partner at Anomaly.


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