We run communications for our boss: the consumer.

July 20, 2010
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.