I Suck

Mmmm Lollipop
Admit it! At one time, you sucked too 😉

Yeah, I suck at over-the-top advertising. I suck at making deceiving claims. I also suck at conjuring mindless superlatives just to make my copy ‘catchy’. Heck, I even suck at advertising that decorate rather than communicate.

I suck at many things because I can’t – no matter how hard I try – know it all.

I believe advertising should be about sending right message to the right audience in the right time and hopefully with the right offer to compel a desired action.

It’s nice to be reminded about what we are really supposed to do.
Just disregard the intro music; David Ogilvy was not a king.

Because truth be told, no one gives a shit about award-winning creatives or kick-ass art direction or genius copy except for those in the ad industry.

Everyone else is just concerned about getting the best value at the lowest cost in the most convenient way possible, and I am referring to both clients and consumers here.

Advertising should be more accountable, where money spent can be justified, and less about strategic mumbo jumbo and pointless creative masturbation.

With ROI becoming more and more important to clients, creative work – or anything that happens within an advertising agency – must strive to bring more bang to clients’ ADEX.

Anything less is just not acceptable; at least for me that is. This renewed enthusiasm for advertising that sells is borne from years of watching clients spend money in big idea yet low effectiveness advertising.

In the words of the great David Ogilvy, when asked about advise on running a business:

“Never spend money on advertising which does not sell”

That’s good advise isn’t it?