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AdLand: Be Riskier

By: Dwayne W. Waite Jr.

The fun thing about advertising is that one can grab ideas about the industry from all over the world. In a global economy, businesses have to find ways to create messages that appeal to customers. Plain and simple. Therefore, when one part of the world is having a problem busting out of its creative bubble, it is worth taking a look to see what is going on.

And the problem across the pond in Asia resembles a glaring issue here: agencies are afraid to take risks.

The Malaysian Advertisers Association (MAA) and The Star hosted an event called "Creating Powerful Messages for a Disruptive Market — Life is a Fishbowl." There, advertising leaders from all over the world talked about the plight of advertising, and the need for agencies to be risky and take chances on unproven creative and advertising activities. Industry leader Roger Konopasek, known mostly for his workings in transformational leadership, talked about how it would be considered more crazy for agencies not to push for exciting and "unknown" creative. Konopasek said, "Advertising companies need to go out and scare the living daylights out of their customers and existing clients and go 'guys, we gotta wake up!' "

Like the rising trend of cause marketing in the U.S., the leaders at the event wanted more agencies to focus more on causes and activities that can become movements, instead on budgets and turning around business. For example, Konopasek talked about how Apple isn't in the business to make the best, most cost-efficient software, they make "tools that enhance the mind."

The idea of turning a brand or campaign is not a new one. We can highlight Apple again and talk about the ever-worshipped "1984" spot. But we have examples of today, too. Strawberry Frog, an agency that is gaining more and more momentum, is calling itself a "cultural movement agency." Its fearless leader, Scott Goodson, wrote a book about starting and sustaining cultural movements.

We agree that agencies need to start turning away from sales gimmicks and instant gratification, but it is always easier said than done. Clients need to buy in to the concept, and then we both have to show the consumer that this is the kind of communication that they want to hear. In a world based on consumption versus value, it is a tough shift to do. Though it is not impossible to make the shift happen.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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