Are you a capitalist or a creativist?

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re: Are you a capitalist or a creativist?

robert campbell — Fri, 17 Apr 2009 04:05:37 GMT

I think the difference is very simple. Catitalists put capital at the heart of their model. Creativists put ideas at the the heart of their model. I was putting my showreel together - for obvious reasons - the other day and came across an Eddie Izzard commercial we shot in 1997. The only commercials Eddie has ever done. They are about this very subject! community.brandrepublic.com/.../posteditor.aspx

re: Are you a capitalist or a creativist?

Kevin Gordon — Tue, 14 Apr 2009 21:38:21 GMT

Imagine a famous company as one person. He is surrounded by his shareholders, and each one has got him by the balls. If the spokesman for the brand even coughs he's in trouble. The greed comes from the shareholders who place short term performance pressures on massive companies with long term obligations. Even a creativist in this mans shoes would think twice before breathing a sigh of relief. The pressure is on the top men to deliver, and if they don't they're out and a new one comes into exactly the same situation as the last one. If agencies were paid by results, the whole ad landscape would change. The dream of the client is measurable advertising. Quantitative analysis fails miserably in delivering qualitative results, and qualitative evidence fails miserably in delivering empirical evidence.

Good. Its the creative breathing space that saves us all from the doom of concentrated greed, and ironically leads to the road of prosperity. Goldman Sachs have announced record profits in a dirth of nothingness. The irony of it all is the people who were responsible for creating those profits have all been fired. Like they say:- Poo always floats to the top.

re: Are you a capitalist or a creativist?

Rory Sutherland — Tue, 14 Apr 2009 20:03:50 GMT

I think what you say is sometimes true, to be honest.

But maybe the job is not so much to disguise your greed as to make clear that you have some other motivation that moves you other than selfenrichment. Just as a ship need a sail *and* a keel.

re: Are you a capitalist or a creativist?

Jiajia Liu — Tue, 14 Apr 2009 19:17:47 GMT

haha, in that case let's say, PERCEIVED greed not actual greed is bad for brands. As long as the perceived service outweights the perceived greed, your brand's in the green. Which is why mktg works but can't do miracles for bad product and services.

re: Are you a capitalist or a creativist?

Ben Akin-Smith — Tue, 14 Apr 2009 12:07:18 GMT

Great article. For a list of Capitalist brands - just take a look at the Banks (with notable exceptions such as the Co-operative bank). It seems that they have embrace naked greed and support shareholder value as a strategy.

It is interesting that you perceive NIKE as a creative brand, their production techniques would suggest that they barely covering their naked greed with nothing but the smallest of corporate marketing veneer.

re: Are you a capitalist or a creativist?

John Gallen — Tue, 14 Apr 2009 11:37:09 GMT

Great post. But, why not give a quick short list of capitalist brand owners to go with the creativist brand owners.