Whose brand are they building anyway?

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.

Crass as you can see, is still very much in style.

Now if you're from an agency and have read this far, do me a favour and read on for just a few more lines.

You're welcome put your work out there on social media if you want to, but please allow opinions to take their natural course. Remember, your job is done once you've signed off on the artwork. 


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