INTERACTIVE: THE INTERACTIVE QUESTIONNAIRE/in association with electronic telegraph

Mairi Clark discovers that top creatives remain very cynical when it comes to using the Internet at work

Mairi Clark discovers that top creatives remain very cynical when it

comes to using the Internet at work

To agency creative directors: How much do you use the Internet and what


The reason the Internet is growing so fast is that it combines the two

elements that are essential for those in pursuit of idle pleasures. It’s

both a waste of time and a waste of money. And, best of all, when used

at work, it’s not your time or money. Today I paddled the Net (my server

isn’t quick enough to surf), looking at Skinheads, and

McSpotlight, the anti-McDonald’s site. My attempt to discover why

‘American beer is piss’ stimulated a lot of discussion. ‘Tits of the

week’ is also one of the most visited sites, I’m informed. Anyway, let

me pass on a few tips...

Don’t download movie clips, rent the video. Forget sampling music, turn

on the radio. And, if you feel like reading, buy a book.

Jay Pond-Jones, GGT,

There appear to be two opposing, but equally tiresome, views on the

Internet. To the Luddites it’s a passing nuisance, indulged in by the

sad; while the evangelists see it as a tidal wave to sweep away the

written word come the millennium. The reality, to our business, is that

the Internet is an addition, not a replacement. But it’s a new weapon

which is only as effective as the people using it. Disney’s Toy Story

shows what can be achieved when you harness new technology to strong

ideas, and more will follow. But I very much doubt that it will put

Woody Allen out of a job.

Leon Jaume Ogilvy and Mather

My e-mail address is I’d just like people to

know because I’ve been on the World Wide Web for six months and so far

nobody has called, not even a spider. Not once.

I’ve used a computer since 1986. Ten years ago I used it for word-

processing. Since then I’ve doubled the things I can do on it by using

it to send internal e-mails to my wired-up colleagues and as a word-


I will start poking about on the Internet eventually, but not just yet.

If I learn three new computer uses in a single decade I’m afraid I’ll

get a nose bleed.

Peter Souter AMV BBDO souterp@amvbbdo

I love the irony of the Net’s chosen language: English. Coming at a time

when us ’umble advertising creatives are being banned from using all

forms of colloquialism, local humour, wordplay (and words, according to

some creative directors) in ‘international’ ads for fear of baffling the

locals, I delight in the fact that 90 per cent of the inane scribblings

on the global toilet wall which is the Net are written in English.

Bastardised, jargonised, ungrammatical English, I’ll grant you, but

English all the same. I’ve seen the future and it’s boring. But at least

it’s belligerent.

Trevor Beattie TBWA

What can you get off the Internet that you can’t get as easily anywhere

else? A list of absurd but true country and western song lines...

I been roped and throwed by Jesus in the Holy Ghost corral.

I’m so miserable without you, it’s like having you here.

I fell in a pile of you, and got love all over me.

Emma, my PA, has used it to find out about where to hold her up-coming

wedding in Las Vegas. It is going to take place in a Graceland Wedding

Chapel with Norm Jones impersonating the man himself. Each to their own!

Axel Chaldecott, Howell Henry Chaldecott Lury

From this month, anyone is welcome to join in this debate, online, by

accessing the Campaign Interactive page on the Electronic Telegraph.

Reactions to the above responses from creatives, tech-heads, and anyone

else who is interested are welcome and should be e-mailed to Campaign on