The MCCA Blog

Scott Knox

The rigour and red tape of the client’s marketing department are suffocating creativity. 

Creative teams become more and more frustrated and brands are missing the opportunity to really engage their customers. You only have to look at the rapid rise of social media to see that people are looking to be engaged in an interesting and personal way.  

Brands should be looking at the unique channels of communication, whether this comes in the form of a competition to be a caretaker on a tropical island (Tourism Queensland) or releasing a record to promote your fair trade credentials (Cadbury’s).   

Consumers have been subjected to months of depressing headlines and those heavily affected by the economic climate are looking to escape the doom and gloom. Coming out of the recession in the early eighties we had shows like Dynasty, brands and seized this aspirational mood and delivered grand, worldwide campaigns. 

Coming out of this recession we have the ever popular reality TV phenomenon. Year after year I’m amazed at the popularity of Strictly Come Dancing and The X Factor - surely brands can make more of this reality TV trend?  Of course there is some great work out there, what I’m trying to say is that there isn’t enough. While the scientists with their systems and processes will always be vital for running any successful business, the artists need to come back fighting too.

Agencies need to keep pushing back on their clients and doing everything they can to get their clients to buy that work… the work that was showcased at last month’s event. Clients should seize this recession and use it as a springboard to inspire their consumers with some mould-breaking creative.