Our industry continues to develop and grow through enormous change. So much so that you could be forgiven for thinking it sometimes loses its way and gets distracted by new technology and constant upheaval. But there is one clear reason why we exist and why we celebrate and continue to love what we do, that never changes.
We live for great work. For the magic that makes the back of your neck tingle; for the power of words that makes you turn in your seat; for the moments captured and experienced online; on film, on paper, on any medium you can find.
People love standout advertising. They talk about it, share it, seek it out. They buy products because of it and tell their friends. It’s very effective.
But fantastic work doesn’t come easily. Consumers are a sensitive bunch. They change their minds. They move fast. It takes effort to outpace and surprise them.
Success demands commitment and bravery from both clients and agencies. It needs the conviction that finding a new angle will disrupt the status quo; an instinct that bucking the system will shake up the market; the passion to challenge the norm, the average and the mediocre.
It needs more of us to “BE BAD” – in a good way!
Take up the rallying cry and take your clients out of their comfort zone. Shake it up. Be bold. Get them in your corner, fighting for provocative work and the art of creativity. Join together and make something you are proud of and that makes them great. “BE BAD” more often, for the sake of your clients and for the hearts of their customers and aim to win awards.
You know it works. The proof is in black and white from The Gunn Report/IPA. Creative work that is awarded is more likely to be effective than work that is not awarded.
This year we are shouting “BE BAD” as loud as we can from the ADFEST rooftop. Come and join us and make a noise (and if you can’t, shout it any way)!