It’s all the time good when an business high-up cuts via the bullshit so congratulations to TBWAWorldwide president/CEO Troy Ruhanen (beneath), discussing the Cannes Lions with Advert Age.
Amid the same old dreary questions on AI, Ruhanen has this to say concerning the prevailing stage of creativity in adland:
Q/Do you are feeling like AI is overshadowing any matters this yr?
A/It’s overshadowing the truth that I believe the work (throughout the business) continues to be fairly bloody common. There’s numerous work that has a objective, after which it’s about looking for a shopper. It’s higher that we’ve seen extra actual shoppers doing actual work, getting rewarded. That to me is massively essential.
“However I do assume we have now to speak about the place creativity is at. Creativity might be not in its boldest place proper now. And it’s been three years and we’re out of COVID so at what level are we actually going to acknowledge that?”
Not on the Cannes Lions, one suspects. Then:
Q/What are you listening to concerning the judging standards for juries at Cannes this yr?
A/I’m listening to about sure firms educating their workers to do jury coaching to form of be sure that they will steer (awards) towards their work. It takes away from the purity of this factor. I do know that’s a naive assertion, however that’s simply going too far for me.
“That’s not Cannes’s fault per se. They may in all probability attempt to discover a completely different manner once more to vary the factors, however I believe it’s additionally within the heads of juries and I believe they’ve acquired to be extra aggressive towards the individuals which might be in that room and cease the video games which might be getting performed. And when you’re a jury head, take accountability.”
This, after all, shall be dismissed by some as bitter grapes but when there’s any reality in it – and there absolutely is, Ruhanen’s no idiot – it’s scandalous.
The 2 points are, after all, linked. Purchasers are going to be suspicious of creativity and the dangers it entails in the event that they assume creatives are abandoning their higher judgement (assuming they’ve any) to suck as much as their bosses. As for the bosses..
Time to develop up.
