This week we had advertising agencies ‘pitching’ for our product launch in some markets abroad.
Going through each presentation, I noticed something striking. Most of the creatives presented were similar. The thoughts were similar and the approach was similar. Not a single agency impressed me. There was not a single out-of-the-box kind of thinking anywhere. I cursed the time I had wasted sitting through the patronizing presentations, the loud laughs at the weakest joke that my boss made and the ingratiating attitude to please.
Nothing much has changed I realized. People still trying to pass off shitty work with well worn platitudes and hyped up PPT presentations. In fact the hype is so arranged that when they reach the part where they show the creatives or the ads, you feel so let down…..like when you open those promisingly puffy Lays packet and find two and a half pieces of potato wafers. In plain words, crap packaged in glitzy materials.
Where have all the copywriters gone? In my team of seven, all seven of us are ex-copywriters. Someone rightly called the drain of advertising talent to IT companies as, ‘talent hemorrhage’.
At present there is no panacea to stop the hemorrhage. Hope the morrow brings better news for the Indian advertising scene. Till then the 'talent hemorrhage' will go on unabated.