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EDITORIAL: Keep the baby, but lose the bathwater.
Gerry Moira raised a hugely important issue in last week's Campaign Essay. Is the UK ad industry clinging on to an outdated and inefficient system by continuing to entrust its creative output to pairings of copywriters and art directors?
While film, TV and fashion have all embraced change in order to sustain their creative potency, advertising has often seemed hidebound by comparison.
It's not that the business isn't rethinking how it can deliver creative work more effectively. The blurring of the lines between writers and art directors is accelerating this process and it's becoming common for agencies to put together bespoke teams of people from a range of disciplines to meet the requirements of a creative brief.
The danger is that, in the rush to reform, it's easy to overlook the strengths of the creative pair system.
Nor should it be forgotten how the pairing system came into being. Once upon a time, agency writers worked in isolation, producing copy that was handed over to so-called 'visualisers' who worked on the layouts.
It wasn't until Bill Bernbach thought to bring the disciplines together that the concept of writer and art director pairings ...
- Master of the art of persuasion;To Bill Bernbach, advertising was an art, not a...
- Magazine article from: Advertising Age Danzig, Fred November 15, 1999 700+ words
...World War II, pre-cyberspace years, Bill Bernbach was ablaze with a fresh artistic vision...An exceptionally visual copywriter, Bill Bernbach placed his writers and artists in one...1987 and titled, with some irony, "Bill Bernbach's Book." Among Mr. Bernbach...
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...founder, the agency's former PR director has quietly self-published a 200-page tell-all, "Nobody's Perfect: Bill Bernbach and the Golden Age of Advertising,'' that shatters the image of Mr. Bernbach as masterful copywriter and confident ad...
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- Magazine article from: Advertising Age Danzig, Fred March 29, 1999 700+ words
...are obvious. In the triumvirate of greats, Bill Bernbach is the hands-down winner, taking the No...believing that advertising is a science." -- Bill Bernbach After Bill Bernbach's death in October 1982, Harper's told...
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- Magazine article from: Advertising Age Guanes, Nizan November 15, 1999 700+ words
...generation: by reading and rereading Bill Bernbach. Just like any young singer trying...the DDB network that belong to the "Bill Bernbach network." These agencies were, and...lives. No need to find out where. Bill Bernbach lives in all of us. Nizan Guanaes...
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- Magazine article from: Advertising Age December 21, 1998 700+ words
...Randy, Well, you may be right that Bill Bernbach was more intellectually creative than...century's most influential ad genius. Bill Bernbach, the quiet leader of the creative...surprised by [Time's] choice. Bill Bernbach was the first alternative to pop into...