Anil Thakraney: Unbundling of creative

02 May,2012

By Anil Thakraney

 

In my interview with Taproot’s Agnello Dias for MxMIndia, the creative director made a stunning forecast for the future. He feels the typical ad agency will only consist of thinkers and strategizers. And that all creative work will have to be outsourced. This will mean specialized press ad shops, film script shops, digital design shops, and so on. And what he says makes a lot of sense. Here’s why.

 

In the good old days, advertisers would use only press and TV as the key media, and the rest would consist of ‘supplementary’ stuff. And this resulted in ad agencies hiring copywriters and art directors. Writers would write storyboards and press ad copy, and the art directors would design the ads and other packaging material. So that was fine.

 

However, in the last decade, the media has boomed big-time, and now clients look for special effort for a multitude of media platforms. Digital work, for instance, is being outsourced. Because agency’s creative personnel don’t get this space. As time goes by, and as technology unleashes more platforms, there will be serious pressure on ad agencies to find the right talent. And the agency shall not be in a position to hire all the staffers on its payroll; it would go bankrupt in months. The digital outsourcing will have a backlash on the traditional agency. It will mean that one day ALL work will have to be done by outsiders. In fact, radio, an old medium, has been crying out for specialists for decades. With the unbundling, we would see specialized radio script shops, and the quality of the creative work will dramatically improve.

 

And most importantly, it will allow creative people to focus on their core competencies. It serves little purpose for a JJ Arts School grad to be breaking his head over internet videos. Likewise for fine English prose writers battling with Hindi television ad scripts. Specialization makes enormous sense.

 

Yep, I hope Aggie is a good crystal ball gazer, and that what he predicts will come true. Personally speaking, I am all ready for the future. I have decided to start a specialized scam ads shop. Which to me sounds like a really lucrative business. 🙂

 

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PS: A horrifying window display. Shocking is too mild a word. But it makes a strong case for stopping cruelty against animals. And hats off to the woman who volunteered for this campaign.

 

Link: http://www.dailymail.co.uk/news/article-2134555/Lush-animal-testing-protest- Woman-subjected-experiments-horrified-shoppers.html?ICO=most_read_module

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