Brian Morrissey of Adweek asks on twitter: “is it cool for an agency to poke fun at the juniors stuck in the office while they whoop it up on the riviera?” and links over to his AdFreak blog post on the subject.
It’s worse than uncool, Brian, it’s another expression of the many ways that these titan(ic) agencies devalue their digital talent and digital in general. It’s categorized as “banner advertising” and lowly work when in fact it’s calling upon the smartest, most strategic people in the industry to implement effectively. And it’s often the juniors in these agencies that hold the greatest resident knowledge on how and why the digital channel works for brands in a way that respects the consumer.
Perhaps contempt for the digital discipline and talent is what happens at these parties which celebrate most heavily the last gasps of one-way and interruptive media. Those execs booking their retirement tickets to Boca Raton aren’t flaunting their excesses. They simply don’t know better and don’t need to. They’ll be outta here before the in-crowd is in.
And, for those smart, hardworking and valued people making things work at McCann or other BDAs, we want to hear from you. If you’re suffering from boulder fatigue–tired of pushing that rock up the hill in the face of arrogance and ignorance–consider a pure-play digital agency for a change. The water cooler conversation is a little bit smarter and the connections between you, the brand and the consumers are real.
Thoughts? Please comment below.