We run communications for our boss: the consumer.

This is a guest post from an old-time creative who we keep around for his stories about the “good days of ad-makin‘ when creative was for creative.” The comments below do not reflect the opinions of NYCA or its collaborative community.

By O. Codger, Creative

Yeah, I read the trades. All about how the consumer is the boss these days. Endless subservient chicken-hearted articles, whined by marketing officers and reporters who never looked in the empty heart of a blank page and created an ad in their lives; about agencies needing to give up control to the consumer.

Really? Ever see these consumers in action? Power-hungry and completely self-centered divas, the lot. Forever hijacking the conversation, never listening to what advertising experts have to say. And it’s not like these big shots always know what’s best for the business. Let me see their shelves of Mobius or Addy awards, and Clios.

Sure, I saw how the consumer made the best Super Bowl spot again this year, according to the polls. (Then again, who owns the polls? Yup, these guys own everything!)

But that’s not my issue.

I know this is counter to data-driven intelligence these days and I also realize the inmates are running the joint but I got this gnawing — and you can say it’s a control issue (the consumer/boss undoubtedly will) — it’s about responsibility and accountability. Remember those values?

We’re trained professionals; craftspeople who have devoted ourselves to the breakthrough idea. We know what’s best. We get paid for this stuff. Is it too much to ask to be empowered by the powers that be? Consumers should consume and creators should create things for them to consume. That’s the natural order of things. Mess with it and mass confusion occurs; not to mention, lack of confidence in agencies.

The consumer/boss not only wants to create the work, they want to star in it too! They want to represent the brands they buy not just to their families – they want to share their opinions with the world! They want to be the advertising agency and by that I mean the account people, the creative team, the media planners, buyers – all! Just because they spend their money or have a friend (don’t get me started on the word “friend” these days!) who has had an experience with the product or service. And they listen to each other – and act on it. In packs. And the truth is their work is spotty at best. Just ask the award show judges!

Just saying that everyone has a spot in the food chain. The consumer needs to be put in their place: in front of the TV, watching funny spots, eating stuff we told them to eat. And liking it.

2 Responses to We run communications for our boss: the consumer.

  1. Bob Taraschi says:

    Buck up little campers, the people who have been reading your wonderful creative ideas also know how to read and speak and think. After who knows how long, your readership has grown tired of listening to you talk up, down and sideways to us. We’re not people to you, not real folk, we’re consumers whose shelves are line not with trophies but with the crap you’ve been jamming down out throats. If you want to talk with us, you have to spend time
    with us. You have to listen to us. We’re not always elegant or speak in headlines. But we get that same empty feeling you were talking about every time we
    go shopping and have to try to figure out what it is we really want from all the BS messages you’ve been delivering. And while we’re changing for the better, stop sending us your one-way messages. Engage us in a dialogue and we both might become more creative.

    • nycagrow says:

      Due to the fact that the guest author doesn’t respond to comments we have delivered your finely crafted thoughts to him and he just said, “Dialogue! You want a dialogue – go to the corner bar and order two beers.” We’re not sure what he means but we thought we’d keep the conversation going. Thanks.

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