I've spent many days recently in a state of head-shaking bemusement. I'm bemused by a variety of articles and posts from ad agency professionals about the PepsiCo video debacle. My greatest amusement has come from the morally superior voices who claim that it's proof that in-house creative is to blame.
They all trade on one basic belief, "Ad agencies would have stopped that"!
Nonsense.
Ad agencies can't stop themselves from having a lack of diversity. Ad agencies can't stop themselves from underpaying women. Ad agencies can't stop themselves from cashing big checks for digital media that only gets seen by bots. Ad agencies can't stop themselves from rigging production bids.
I could continue ad nauseaum.
Plus, if an agency had said, "No. We won't execute that idea." their holding company would have executed them for hurting shareholder value and turning down such high-profile work.
This won't be a death knell for in-house creative groups. I'm sure it will be quite the opposite. It will hasten the process and deepen the resolve of companies who were contemplating it.
No one wants to hire a know-it-all hypocrite.
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