Read a bunch of agency websites and the chances are you’ll soon stumble upon phrases like “Our ideas change lives”, “We get the nation talking” “Ideas that take your brand onto a higher plain.” “We don’t make brands famous, we make brands popular.” “Ideas that are bold, great, life-changing.“ “Ideas that are transformational.” “Ideas that win awards, knighthoods, sainthoods.”
Ahem. I got a little carried away there.
Tim Hamilton’s 2001 short ‘Truth in Advertising’ set out to expose the codswallop that agencies fed to their clients; wildly over-promised claims with no grounding in reality.
It’s a brilliant pastiche on the ridiculous sense of self-importance that some agencies not only say but actually believe.
But pick up a daily newspaper, any one.
Do you see advertising that has transformed the face of civilization?
Do you see work that would make grown men break down in tears?
Do you see wonderment?
Nah. I very much doubt it.
But do you see ads that serve a purpose, that clearly communicate the features, advantages and, occasionally, the benefits of the advertiser’s wares?
That’s a strong possibility.
That’s the sort of advertising and design work we do at Robson Brown. Work that takes responsibility for its purpose. That we’ve thought about before we began the creative process. Work that’s sympathetic to the mores and challenges of our clients’ daily lives.
What we’re not going to say is “work that works” because pretty much everybody says that.
We call it Considered Creativity© because we produce work that we’ve properly thought about. Sometimes, like this recent ad for Fresh, it needs to make a genuinely strong emotional connection, but more often than not we’re required to create advertising, and design, that’s just, you know, more pragmatic in its objectives. It’s this sort of work that dominates our task lists, but needs every bit as much consideration.
That’s why we consider what we’ll say, where we’ll put it and what it’ll look like just as much as we do when we are trying to stop people killing themselves by drinking and smoking too much.
All things considered we think we do a decent job of that.