We put away our child­ish things

Campaign Middle East - - NEWS -

In the pre­vi­ous is­sue we cel­e­brated

10th birth­day. And in this is­sue we are turn­ing it into a joint party. Not only is Ogilvy 70 ( see page 22, and keep your eyes peeled for my in­ter­view with re­gional CEO Pa­tou Nuyte­mans in an up­com­ing is­sue), but ( the UK is­sue, where it all started) is 50.

We have ded­i­cated much of this is­sue to con­tent that cel­e­brates our par­ent ti­tle’s half cen­tury. Look to your left, where we have a mes­sage from Sir Michael Hes­sel­tine, the ti­tle’s founder. And on page 16 M&C Saatchi’s Mo­ray MacLennan in­ter­views Mau­rice Saatchi, who founded first Saatchi & Saatchi and then MacLennan’s agency – and had a hand in cre­at­ing this ti­tle.

Claire Beale, our global ed­i­tor-in- chief, looks back at his­tory and the his­tory of ( pri­mar­ily UK) ad­ver­tis­ing on page 14. And Keith Weed, Unilever’s global chief mar­ket­ing of­fi­cer, also looks back on his begin­nings on page 18.

In his fi­nal ‘On the Couch with JB’ col­umn last July, Jeremy Bull­more tak­led the ques­tion: “Dear Jeremy, Was ad­ver­tis­ing re­ally more glam­orous and sexy back in the 1960s and 1970s? And, if so, do you think the in­dus­try is worse off for los­ing some of that magic?” His an­swer was sim­ple: “Yes. Yes.” Even for those of us who weren’t there, it seems from read­ing books like Sam De­laney’s

or watch­ing films like the 2002 BBC doc­u­men­tary both of which look at UK ad­ver­tis­ing’s golden age from the 1960s to 1980s, that ad­ver­tis­ing was more fun back then.

And then the in­dus­try grew up. It was more play­ful then, more light­hearted, and from the sto­ries peo­ple tell, it took it­self les se­ri­ously. Now, like a child get­ting older, the in­dus­try has to think about money, it has to use its brain more than its heart. There are more pres­sures, more re­spon­si­bil­i­ties, more peo­ple watch­ing and more to lose. Like all of us as we grow and ma­ture, the in­dus­try has got bet­ter at what it does, but it has also lost some of its pas­sion.

I have read that in democ­ra­cies the young tend to vote for more lib­eral par­ties and can­di­dates. They want to see change in the world, to make a dif­fer­ence, to do all those apho­risms you see plas­tered on your In­sta­gram feed. They want to change the world. But when peo­ple grow older, they start to vote for the more staid, con­ser­va­tive can­di­dates. This is be­cause they want things to be as good for their chil­dren as they were for them.

The era in­dus­try is 50 now, and it is more re­spon­si­ble and se­ri­ous than it was back then. Be­cause of the fun it had and wants to pass on.

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