{"id":2713,"date":"2022-04-18T01:15:11","date_gmt":"2022-04-18T05:15:11","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/04\/18\/creativity-is-in-crisis-why-marketers-should-care-and-how-they-can-make-a-difference\/"},"modified":"2022-04-18T01:15:11","modified_gmt":"2022-04-18T05:15:11","slug":"creativity-is-in-crisis-why-marketers-should-care-and-how-they-can-make-a-difference","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/creativity-is-in-crisis-why-marketers-should-care-and-how-they-can-make-a-difference\/2713\/","title":{"rendered":"Creativity Is in Crisis: Why Marketers Should Care and How They Can Make a Difference"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Will Burghes, Head of Marketing Science, and Alan Stout, Head of Strategy, <\/em><a href=\"http:\/\/argonautinc.com\/\"><em>ARGONAUT<\/em><\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Creativity is facing a crisis, brought on by the growing power of persuasion, the anonymous and overwhelmingly negative public forum available on social media and the rise and promise of targeted, performance-driven media.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This crisis was on full display when Coinbase CEO Brian Armstrong touted the brand\u2019s simple, yet effective and creative Super Bowl ad, tweeting \u201cNo agency would have done this ad.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I was excited to see Martin Agency CEO Kristen Cavallo stand up in defense of creativity, saying Armstrong\u2019s tweet \u201ceasily could have been a celebration of creativity and breakthrough thinking versus claiming credit and disregarding agencies.&#8221;<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">The Unintended Consequences of Persuasion<\/h2>\n<p class=\"wp-block-paragraph\">As marketers, we work in service of the power of persuasion. It shouldn\u2019t come as a surprise, then, that persuasion can have some unintended consequences.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Consider the \u201cnocebo effect\u201d \u2013 the lesser known but no less powerful, cousin of the placebo effect. The nocebo effect manifests when people think \u2014 or, are convinced \u2014 that a harmless pill is in fact doing them harm. They become so convinced that they experience genuine negative side effects (in response to a sugar pill).<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This particular brand of persuasive power is probably also how curses work. If a person believes they\u2019re cursed, they can be genuinely harmed. For example, the legend of King Tutankhamun&#8217;s curse resurfaced in the 1970s, when a flight that was carrying treasures from his tomb<a href=\"https:\/\/www.ancient-origins.net\/myths-legends-africa\/curse-tutankhamen-s-tomb-part-1-00745\" aria-label=\"reportedly resulted in health problems click to read on ancient origins dot net\"> reportedly resulted in health problems<\/a> for many people involved for years to come.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Marketers are often focused on how persuasion affects the consumers we\u2019re targeting. But it\u2019s time to look inward and consider the effects \u2013 and unintended consequences \u2013 it\u2019s having on our industry.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">What Caused the Crisis in Creativity?<\/h2>\n<p class=\"wp-block-paragraph\">In 2019, Les Binet and Peter Field famously wrote about a \u201ccrisis in creativity.\u201d Their analysis showed that the creativity at the heart of the advertising industry was slowly collapsing as the world pushed more into digital, performance-driven media. Perfect targeting promised financial results with limited creative thought and without the hassle of building a brand or coherent strategy.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While they could be correct, there is an alternate theory. Binet and Field suggest that the creativity collapse began in 2008. This would be a few years after Web 2.0 fully emerged and people began to take advantage of the ability to anonymously \u2013 and often negatively \u2013 comment on others&#8217; work.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We see this in forums and websites devoted to our industry. In the past, Adweek\u2019s Agency Spy enabled comments on posts and they were often filled with insults and invective. Just recently, in <a href=\"https:\/\/www.fishbowlapp.com\/post\/whoever-made-the-amazon-fresh-ad-that-uses-the-i-like-to-eat-eat-eat-apples-and-bananas-all-i-have-to-say-isi-dont-know-who-you?origin=https:%2F%2Fjoinfishbowl.com%2Fpost_gye4a4b1oz&#038;og_title=Post%20from%20a%20Senior%20Art%20Director&#038;og_description=Whoever%20made%20the%20Amazon%20fresh%20ad%20that%20uses%20the%20\" aria-label=\"advertising fishbowl click to read on fishbowl app\">Advertising Fishbowl<\/a>, someone with the handle Senior Art Director wrote, in part: \u201cIf you let this ad die now, that will be the end of it. I will not look for you, I will not pursue you. But if you don\u2019t, I will look for you, I will find you.\u201d In another, a commenter wrote: \u201cWho\u2019s making Nissan commercials? Makes me wanna sell my Nissan (if I had one). Unfriend all my friends who own Nissan.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What do these anonymous sniping and veiled threats accomplish? It has a corrosive effect not only on individuals but on our industry as a whole.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Why We Need an Industry-Wide Reckoning<\/h2>\n<p class=\"wp-block-paragraph\">Advertising has always been a subjective industry where successful careers are made by having better intuition and taste than those around you. The Internet has enabled those in the industry to render verdicts on others\u2019 work with remarkable speed and frequency.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s easy to imagine what having your work trashed by hordes of commenters in an anonymous forum could do to your creative output, not to mention your motivation and passion. Very few humans are capable of performing at their best while being told their output is worthless. Creative people <em>are<\/em> people, after all.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">How Every Marketer Can Make a Difference<\/h2>\n<p class=\"wp-block-paragraph\">So, what can be done?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">First, maybe we should all ditch the negative commentary when it comes to other people\u2019s work. No one starts their day intending to make a terrible ad. If we were all judged solely on the worst campaign we were involved with, very few of our portfolios would look good.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Second, maybe we should all be cheerleaders for one another sometimes. When was the last time you publicly praised a competing agency for their work? When the Instagram account of a major creative agency praises the work of another in the comments, things will start looking up.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If, as Binet and Field suggest, creativity is an endangered art, we should all be fighting together to protect it. Putting one another down is only making matters worse. We don\u2019t need to let harmless scenarios create harmful side effects. We don\u2019t need to allow curse-like fears to hinder the dreamers of our industry. Marketers are all creative people, so let\u2019s act like we truly care about creativity.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We don\u2019t need to allow curse-like fears to hinder the dreamers of our industry. Marketers are all creative people, so let\u2019s act like we truly care about creativity.<\/p>\n","protected":false},"author":7,"featured_media":2714,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3,7],"topics":[2],"class_list":["post-2713","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","tag-storytelling","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Creativity Is in Crisis: Why Marketers Should Care and How They Can Make a Difference | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/creativity-is-in-crisis-why-marketers-should-care-and-how-they-can-make-a-difference\/2713\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Creativity Is in Crisis: Why Marketers Should Care and How They Can Make a Difference\" \/>\n<meta property=\"og:description\" content=\"We don\u2019t need to allow curse-like fears to hinder the dreamers of our industry. 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