{"id":36535,"date":"2021-03-12T06:25:38","date_gmt":"2021-03-12T12:25:38","guid":{"rendered":"https:\/\/www.adpulp.com\/?p=36535"},"modified":"2021-03-12T06:45:59","modified_gmt":"2021-03-12T12:45:59","slug":"todays-masters-of-the-new-school-are-rewriting-the-rules","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/todays-masters-of-the-new-school-are-rewriting-the-rules\/","title":{"rendered":"Today’s Masters of the ‘New School’ Are Rewriting the Rules"},"content":{"rendered":"

There are several hills I\u2019m willing to die on, and one of those hills is that people that who work in the creative industries and enjoy their job are better at it. I have no data to prove this, I have no graph or chart or diagram. I just believe it, but I\u2019m not the only one.<\/p>\n

More recently, the argument for (work + fun = good work) seems to have found its place in the collaboration between our very own \u2018Van Wilder\u2019, Ryan Reynolds, and ex-McCann George Dewey after the wild (but originally deemed by 20th Century Fox unlikely) success of Deadpool<\/em> (and Deadpool 2<\/em>), the duo birthed Maximum Effort Productions<\/a>.<\/p>\n

To na\u00efve idealists like me who believe good advertising can be fun, Maximum Effort is a bit of inspiration. From the outside at least, it seems free of dogma, doctrine and tradition. It\u2019s an ideas house. Not burdened by \u2018we\u2019ve always done it this way\u2019 or \u2018we have to tick these boxes\u2019 or \u2018we have to stick to this process\u2019 straitjacket that a lot of us in the industry feel oh so tightly around us.<\/p>\n

In fact, it appears to be the result of getting a small number of switched-on people in a room, removing restriction, hierarchy, vagueness and ego – and focusing on a shared problem, challenge, or opportunity. It\u2019s in its purest form – what we\u2019re all supposed to be doing.<\/p>\n

It\u2019s not just Maximum Effort who chose to forgo years of growing dogmatic limescale. No Fixed Address<\/a> and Greg Hahn are making Mischief<\/a> together, Omid Farhang (ex-Momentum) and Shaq O\u2019Neill have teamed up to found Majority<\/a> and redress the representative imbalance in the industry \u2013 there are these and many more breaking new ground – and why not?<\/p>\n

The old school appears to be floundering a little, and the new school is all kinds of kicking off. Here are nine things that I\u2019ve noticed that seem to be helping the upstarts:<\/p>\n

1- Having unequivocal goalposts.<\/h3>\n

There\u2019s a lot of debate around what the most important part of the creative process is. Is it the insight? The idea? The audience? The effect on culture? Of course not. It\u2019s what you were trying to do in the first place. Obviously. Where are we going? Why are you spending this time, money and effort? For what? Answer that \u2018what are we trying to achieve\u2019 question early and remind yourself of the answer every five minutes whenever you\u2019re making something. It\u2019s mind-blowing how many marketing campaigns absolutely hit the target yet completely miss the point.<\/p>\n

2- Actually \u2018jumping off\u2019 that \u2018jumping off point\u2019.<\/h3>\n

All creative work is a leap of faith. We can certainly close the gap with data, strategy, proof and safety – but in the end we all have to jump. Absence of evidence is not evidence of absence, link previously unlinked things together, try new stuff out, turn old things over. For goodness sake don\u2019t only do what you can prove will work – any idiot with Google can do that. We need to swim out into the unknown to get anywhere, if we waited for proof we\u2019d never get off the beach.<\/p>\n

3- Using models and processes as tools, not rules.<\/h3>\n

Processes are designed to get you places, not be ends in themselves. Don\u2019t let them cage you in. We in the marketing industry often need reminding that \u2018all models are wrong; some models are useful\u2019. Don\u2019t force things into boxes, that isn\u2019t the way the world works. Get comfortable with unknowns, use models to get you places, don\u2019t be constrained by them, they\u2019re just tools remember.<\/p>\n

4- Making sure ideas are democratised.<\/h3>\n

I once read that creativity is like washing a pig. It\u2019s messy. It has no rules. No clear beginning, middle, or end. It\u2019s kind of a pain, and when you\u2019re done, you\u2019re not sure if the pig is clean or even why you were washing a pig in the first place. This feels apt. The process can\u2019t be put on a production line, you never know what\u2019s going to solve the problem, and you never know where the solution is going to come from. Lots of agencies claim to have flat hierarchies and open forums but the real test is if the CEO could say to you; \u201cOh yeah, that completely mad brilliant idea? The intern came up with that.\u201d Be that agency. It\u2019s a dangerous assumption that there\u2019s a direct correlation between hierarchy and ideas.<\/p>\n

5- Having no monopoly on truth.<\/h3>\n

There are several ways to skin a cat. Just like there are several ways of interpreting data. Just like there are several ways to get a point across. If anyone tells you they\u2019ve found the only way, they\u2019re either na\u00efve, lying, or the messiah. One thing I\u2019ve seen scupper a lot of great ideas (and great creative people) is trying to get to a single solution to the problem. It has to match with the CCO\u2019s opinion, or the MD, or CEO. There are 100 creative ways to solve every problem \u2013 choose the best one, not the only one.<\/p>\n

6- Not forgetting we\u2019re human beings.<\/h3>\n

They\u2019ve gotta pick up what we\u2019re laying down, folks. People aren\u2019t segments, archetypes, buckets or sub-groups – they\u2019re bipedal animals. Wandering around on two legs full of emotions and worries and insecurities and thoughts that they think make them crazy. Keep that in mind. I\u2019ve worked on projects where nobody actually reads the copy from the perspective of who we\u2019re talking to before it goes out. Good agencies. Agencies you\u2019ve heard of. Seems like a pretty serious thing to forget, doesn\u2019t it? Unless it\u2019s a very niche campaign marketing Dentastix directly to Labradors – you\u2019re probably talking to people.<\/p>\n

7- Not taking things so seriously.<\/h3>\n

It\u2019s well documented that we\u2019re currently in the midst of two pandemics. The obvious one and the other one. GSOHF-20 (pronounced \u2018gussoffe\u2019), an acronym for \u2018Global Sense of Humour Failure – 20\u2019, has really been around for decades and doesn\u2019t show much sign of abating. Marketers should remember that there\u2019s always a place for humour somewhere, especially when things are terrible (that\u2019s exactly when it\u2019s most needed). If anyone tells you humour isn\u2019t a viable (coping) strategy, feel free to break wind in their general direction and guffaw heartily. That\u2019s what we do here in the UK.<\/p>\n

8- Starting from indifference.<\/h3>\n

Everyone working in marketing should keep a big sign on their desk that says, \u2018They probably just don\u2019t care. Start there\u2019. Lots of marketing is just entertainment – and that\u2019s ok. For many product categories and sectors, simply entertaining your audience is a perfectly sensible and effective tactic. People like to be entertained, and entertainment doesn\u2019t have to be logical, emotive, norm flipping or anything else. Just entertaining, it sticks. Don\u2019t overanalyse it and don\u2019t bother trying to measure it. Those are rabbit holes you\u2019ll get lost in – to no avail.<\/p>\n

9- Going free range.<\/h3>\n

A lot of agencies treat their people like dairy cows. Penned in and milked for profit with billable hours, soul-destroying work and abuse. I always buy free range milk. Not just to make sure this metaphor fits, but because I also quite like cows. You may be interested to know that the healthy lifespan of a free-range dairy cow is about 20 years, and most intensively farmed dairy cows are slaughtered after four of five years because their milk production drops and\/or they become chronically lame or infertile. Are you seeing the parallels?<\/p>\n

People are happier, more productive and live longer when they\u2019re free range. Freedom really is important – there\u2019s a good reason Americans take a whole day to celebrate it. It frees our minds and gives us the space to make things better and find new ways. Every good idea in history has come when the pressure is off. In the shower, on a walk, over a pint. Treat your cows well, they\u2019ll treat you well in return.<\/p>\n

\"\"<\/p>\n

I reckon these are points that anyone can build into their operation. It\u2019s not rocket science, it\u2019s not even science \u2013 it\u2019s common sense. I\u2019m a consultant, so I know common sense. Applying it is 90% of my job.<\/p>\n

It feels like there\u2019s a glowing space for some likable folks having a little fun, making some people smile and doing their part to knock over some pillars of the bullshit fences that are holding lots of us back.<\/p>\n

Many big names have already boarded the \u2018start your own agency train\u2019 for good reason. (Mr. McConaughey – I\u2019ve already taken the liberty of registering \u2018Alright, Alright, Alright Productions\u2019 – call me). The opportunity is there, good creative people are sick of the paralysis, good work is back in vogue, and common sense might be having a renaissance.<\/p>\n

Reassessing the old stuff and building new stuff has always been the way of progress throughout history \u2013 there\u2019s hope in this turning point. Let\u2019s see if we can keep that fire burning, who knows where we\u2019ll get to.<\/p>\n","protected":false},"excerpt":{"rendered":"

There are several hills I\u2019m willing to die on, and one of those hills is that people that who work in the creative industries and enjoy their job are better at it. I have no data to prove this, I have no graph or chart or diagram. I just believe it, but I\u2019m not the […]<\/p>\n","protected":false},"author":29,"featured_media":36537,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[52],"tags":[],"class_list":{"0":"post-36535","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-change-agents","8":"entry"},"yoast_head":"\nToday's Masters of the 'New School' Are Rewriting the Rules - Adpulp<\/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:\/\/www.adpulp.com\/todays-masters-of-the-new-school-are-rewriting-the-rules\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Today's Masters of the 'New School' Are Rewriting the Rules - Adpulp\" \/>\n<meta property=\"og:description\" content=\"There are several hills I\u2019m willing to die on, and one of those hills is that people that who work in the creative industries and enjoy their job are better at it. 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