Advertising needs more humanity

The talk is that 2016 is going to be a tough year. The talk is of budget cutting and downsizing. Fewer pitches, fierce competition and may the best person win.

I personally think there is something we are all missing here. The human element in this game has dramatically reduced over the years. Yes we work in a tough industry with tough competitors, but we are still human and relationships can add value and stand for something on their own. If we all stop and just look around at what has happened to the world in the past two years, we see that we have failed as humans. Where is the emotion, where is the humour and where is the fun?

Ideas are driven by human thinking thanks to great creatives and greater clients. But what about the aftermath? Do we keep the inspiration rolling? Are our ideas and thoughts designed to make a difference in the world after the work has been completed?

Brands are powerful tools, why not use the power of the brand and make a difference to people’s lives as well?

We want to make a difference, we want to serve people and we want to be remembered. We need to change our focus from being profit-driven to touching more hearts.

Sure, times are tough and we are moving towards a consulting era in which most work can be done in-house. However, do we still believe in great creative? That great idea that will truly make a difference and touch people’s hearts – eventually making them love the brand.

I think we should go back to a time where simplicity, honesty and love were more evident in the work. We should all contribute, not only to brands, but to the world we live in.