Five Toxic Ideas Ruining the Advertising Industry
A Detailed View About The Five Ideas Trapping The Advertising Industry Right Now
Many people working in the advertising industry now are thinking about moving out to other industries. They are frustrated with the slow-moving, bureaucratic and toxic environment of an advertising agency. It is appalling to see an industry like advertising which thrives on ideas has so ideas for itself.
Below are some of the ideas that are trapping the advertising industry:
Digital is not my Problem
Many advertising agencies are headed by managers who can’t lead their organizations to become more digitally capable. They just want to outsource the task to another company rather than involving everyone in the organization. But, big companies are shunning advertising agencies which are not tech savvy. Nike has recently suspended its account with its advertising agency as the latter could not transform itself to suit the digital age.
Creativity is a Department
Most of the big names in the advertising industry are in the business of account management and project management. It is the way they make money. They don’t focus on building a leaner organizational structure through cross-functional teams. Creativity, the key to the long term prospects of any advertising agency, is supposed to be taken care of by a separate department. Creativity should be a quality that is to be expected from everyone working in an advertising agency.
Acting like Change is Happening is the Same as Change Happening
Many advertising agencies and other consultancies make lot of money by showing that things are changing. But, things hardly change when you just act as if things are changing. Change happens only when there is a proper incentive for it and when jobs in any organization are depended on it.
It’s the Agency’s Problem
An agency can change as much and as fast its clients let it. But, there is enough proof that innovation in any organization happens where it is possible to create its own culture and find new revenue sources without disturbing legacy clients. Many big clients work with lot of agencies and it becomes difficult to manage all the agencies effectively. One solution they come up with is appointing one of the agencies as a lead agency to manage the others. But, one fact clients and agencies forget is that the latter exist to help clients but not to manage other agencies.
Meeting the Numbers Matters more than Culture
Many of the people who run large agencies focus only on numbers like the no. of offices they have, their staff strength, average income per client, etc. They hardly bother about building a strong culture which helps them in the long run.
The advertising industry will eventually come out of these traps one day. But, it should hopefully happen before too many people leave the industry for other more promising industries.