Sponges absorb. Rocks don’t.
Increasingly I feel that the advertising agencies are populated with rocks while all the smart sponges who absorb knowledge, references, culture are going to start-ups, consultancies and so on – the new capital makers.
I see fairly young creative teams who churn out the same old ‘manifestos’ characterised by 2000’s era semantic bullshit. I see senior leadership struggling to grapple with fundamentals of digital age consumer journeys. I see copy writers who don’t know age-defining shows and cultural references. They still don’t know Flume, Gesaffelstein or the Casteless Collective. They don’t know mainstream nor the niches. They haven’t seen Kurosawa, Truffaut nor Pa Ranjith or Nagraj Manjule. They have not read film scripts, nor tried to write one. Basquiat & Grayson Perry are aliens to them. So is the work of Sagmeister & Walsh. They have not read Amitav Ghosh, Vonnnegut, Philip K Dick or even the contemporary thought leaders like Harari or Gladwell.
What to do with these rocks? You make available books, interesting chats, video links to them, which duly fall sideways as they remain busy wallowing in their mediocre existence bereft of the beauty that the world offers all the time.
It feels as if we live in different eras & cultures and we are accelerating away at light speed. I am a voracious reader, curious about new ideas and content. and the only people who share that curiosity are outside advertising – artists, film makers, new age capitalists. You step into an Advertising office and increasingly it feels like stepping into retrograde timezones. The flotsam industry flowing downstream helplessly and without knowing it is going downstream.