At Adweek‘s Creative Conference Mashup 2007, a presentation called “The Next Creative Revolution,” the chief creative officer of TBWA Worldwide said in a presentation called “The Next Creative Revolution,” that an increasingly complex and creatively challenging media environment means that agencies’ “product” would no longer be defined as advertising, but as “media arts. Everything we do now is media. It’s how people come to a decision about a brand.”
Clow said the change in the industry represents the first revolution since the 1960s (led by creatives such as Bill Bernbach), and would see artists working in various media rise to prominence as never before. In that “brave new world of conversation, not monologue,” agencies have to “accept the consequences” of potentially negative feedback on campaigns, but should be buoyed by the increased opportunities, he said.
Clow showed various examples of how TBWA offices worldwide have gone beyond traditional media to craft effective communications programs, such as a Japanese World Cup Soccer-themed campaign for Adidas that included live one-on-one soccer contests conducted by players suspended on wires.
He demonstrated how an “old medium like a poster” could be transformed into a major component of a campaign when the New Zealand All Blacks team mixed their own blood into the ink. The resulting posters, tagged “Bonded in blood,” sold “tens of thousands” of copies, Clow said.
Source: Adweek. See www.adweek.com for full report
