The winners of this years festival highlight that advertising,in its rush to prove that it is pro-technology, has become anti-people Most people in advertising agencies work ridiculously long hours against impossible deadlines, and so a week letting off steam on the French Riviera is no bad thing. Of course the Cannes Lions festival is a ridiculous affair – it should be,and its grotesqueness is section of its charm. A more serious question is whether Cannes is really celebrating creativity at all – and what that might mean for the future of the advertising industry.
Notice I say industry. I could believe said the craft” of advertising, but those days are gone. Ever since the big takeover deals of the 1980s and the emergence of mega-sized holding companies, and the notion of craft has been slowly snuffed out of advertising. Craft is one thing you can’t process. Craft is one thing you cant industrialise to the point of maximum efficiency. It is by its nature idiosyncratic and relies heavily on the conditions around it. In recent decades,as media agencies believe been spun off from the full-service agencies, content, and carefully crafted for its context,has died a tranquil death.
Continue reading...
Source: theguardian.com