Caroline Pay, deputy executive creative director, Bartle Bogle Hegarty
Damn that ‘too difficult’ box. That god awful, misery-making box ruined our 2014. And it’ll ruin our Cannes in the foreseeable, according to Mr Ramsey. I’d suggest his half-empty glass of rosé needs a little top up though…
The thing is, there’s simply nothing quite as determined, quite as bloody-minded, quite as brilliant as a pissed-off creative who’s great ideas aren’t getting made- for whatever reason. And I don’t believe the industry has ever had as many of them as we have right now.
So in 2015 I’d say we have fire in our bellies. We’re ready to rumble. We just need to make sure we set ourselves up for success like never before.
Sniff out the brilliant, hungry, just-as-frustrated-as-we-are clients.
Grab on tight to your favourite and most special of specialists and integrate your faces off.
Sell the ideas that scare the shit out of you and everyone around you- fill up that ‘too difficult’ box until it overflows and make them anyway.
After all, the too difficult ones are always the best ones. Right, you Harvey Nichols fuckers?
Mick Mahoney, executive creative director, Rainey Kelly Campbell Roalfe, Y&R
Seems like a fair assessment of the year ahead. The industry has mostly become accustomed to the increasing speed of innovation and change and to a lesser or greater extent, integrated thinking is pretty much the norm. Agencies will continue to review their working practices and skillsets to get the blend right as integration grows ever more seemless and complex. And I’m sure that the blend we’ll need in January will have changed by December.
Hopefully 2015 will see a concerted effort to ensure that the creative idea shines through and that the cleverness of the engagement plan isn’t mistaken for the idea. I also hope that pr and engagement at the heart of an idea are seen as a must-have, not a nice-to-have. After all the most powerful media will always be free. Perhaps we’ll have to wait for 2016 for that.