1. We don’t need strategists, we need planners
±±¾©Èü³µpk10’s regular columnist Dave Trott explains the crucial difference between strategies and tactics and how constant misunderstanding of the individual terms leads to poor decision-making and, ultimately, performance. “Strategy is the end point, tactics is how to get there.”
2. Why the John Lewis ad made me wince
Managing director of Ogilvy advertising Vic Day gives her take on one of 2021’s great talking points. Despite the best of intentions, John Lewis ended up producing an ad that presented awkward stereotypes and lazy assumptions. “We must be careful, because how we choose to overtly show someone’s sexuality or gender identity can be reassuring for some, and isolating for others.”
3. Tiffany tarnishes itself…
Bob Hoffman, creator of The Ad Contrarian newsletter, says that the luxury brand has been acting a little foolishly in its rush to attract a younger market. “As soon as some branding dipshits try to tell you what they're not, you can unconditionally assume that's exactly what they are.”
4. I was an ECD at 32 and had burnt out by 33
Creative director Hollie Newton says that the industry culture of long hours and the incessant need to think brilliantly out of the box, all of the time, can only ever lead to burnout. “When you’ve been working such long hours, at such high intensity, for so long – especially on a pitch – it's not uncommon to end up vomiting in the loo.”
5. 'Everything is intense’: six new trends shaping adland for the rest of 2021
±±¾©Èü³µpk10’s UK editor-in-chief Gideon Spanier unpicks the trends that will shape the industry in the last quarter of the year, including increased adspend, an adtech boom, agencies facing a new challenge as work begins to mount up and a greater sense of purpose and urgency when it comes to issues around environmental sustainability.
6. Adlanders work long hours because clients don't pay their agencies enough money
D&AD chairman Tim Lindsay believes that a lot of the problems faced by the industry, including burnout and talent crunch, can all be put down to one overriding cause. “We have to start by acknowledging that the root cause of all of this is that clients are, increasingly, getting a sub-standard product because they’re not prepared to pay enough to get a good one.”
7. Why I almost quit Couch to 5K halfway through – and the one weird trick that helped me persevere
±±¾©Èü³µpk10’s technology and gaming editor Simon Gwynn sees a valuable lesson for brands and marketers when tech problems very nearly put pay to his attempts to complete the ubiquitous lockdown challenge.
8. Please, let’s end wokevertising
Co-founder of Soursop Ravi Amaratunga Hitchcock believes that it’s time to stop kidding ourselves that marketing can change the world. “Turning generational social movements into marketing trends that can feature in campaigns isn’t just callous and at times offensive. Doing so could have truly dangerous implications.”
9. Let’s stamp out sexual harassment in adland as office working returns
Pippa Glucklich, Electric Glue chief executive and WACL representative on the timeTo steering committee, warns that misogyny and harassment continues to be a depressingly widespread problem throughout the industry. “If you are one of the many men in our industry who hold yourself and others accountable and do the right thing, then please make your voice heard.”
10. I know senior people working part-time who keep it a secret – I was one of them
Chief executive of TBWA\London, Sara Tate says that a shorter working week doesn’t mean less commitment and that it’s men who are much more likely to view any flexible arrangements negatively. “Practically speaking, we can make strides to close the gender pay gap only if more fathers work flexibly.”