I've been following Adweek's agency report card since they started publishing them some 26 years ago. Maybe it's just my mood, but never before have I seen such disparity between the grades Adweek metes out for "Creative" and the grade they give for "Numbers."
Here's what I mean.
Arnold got a B for creative. A C- for numbers.
BBH, an A- for creative, a D for numbers.
Ogilvy a B+ for creative, an F for numbers.
It occurs to me that these grades are indicative of a cataclysmic problem in our industry. There is a divorce, a chasm, a breach, an abyss between what wins creative accolades and what drives sales--what builds brands.
In other words, so much creative is judged by a false standard of "creativity." Not by the one true standard of efficacy (however you define that.) If creative was working there would be no "A" for creativity and "D" for numbers. Because creativity would drive client results would drive agency growth.
Ok, I'm in a shit-fuck mood. And that's all for now.