It was early in my advertising years. I was at
an interview with a celebrated Creative Director at one of the big agencies in
Bangalore. Eager as I was to put my best foot forward, I started talking him
through the ads. He stopped me and told me something I still remember.
"You won't be there to explain the ad to every reader of a
newspaper."
Things have changed much since
then. We now have social media. Ads are created, and if you haven't caught it
on TV or in the papers, there is the grand release on Facebook.
Now there's absolutely nothing
wrong in putting your work out on Facebook for people to see, and all would be
well if it stopped there.
But no.
The talking up begins shortly thereafter. The ad
is explained. The “idea” is put on a pedestal. It's called a game changer. The
agency chief pats the team on their backs. The team gushes over the big man's
attention, but insist they couldn't have done it without their ACD, SCD, ECD
and OCD, not to mention a client who had the courage to go out on a limb. Then
the client climbs in with his two-penny worth of sugar. And so it goes back and
forth with more lip service around parts I'd rather not get into describing
here.
The industry leaders are telling us it’s
simply not enough to create advertising. You also have to go out and then
advertise your advertising. It's a full-fledged digital campaign in which every
agency employee with a Facebook account participates. And if you don't share
the ad or kiss its ass passionately enough, you're likely to get a call from
HO. Or gather demerits that will do you no good at your next appraisal.
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