In the past, the ads and the personalities were criticized for being BS artists. But today the trade publications, professional associations, and universities which should be objectively critiquing are not.
The industry needs self-criticism because it is a creative business. Creativity doesn't have golden rules. Even when the media landscape was simple, there was a lot of debate about creative process and how to judge creativity.
That's why the business has attracted very intelligent, thoughtful people who consider it a responsibility to figure out what works and contribute integrity to the creative business. At one time, I was told that being published by ADAGE was a true test of critical thinking and communication skills.
But that's not true anymore. Publications like ADAGE reprint press releases without investigation. As the media landscape has become very complex and uncertain, agencies, universities, professional associations, and new ad tech companies claim they are using data to make a science of creativity. The race is on to be the first with the answer and to educate the market.
But there are no answers and there is nothing to teach, yet.
Ironically, the best creative professionals I've ever worked with are the worst at tooting their own horn and very good at helping clients recognize what advertising can and can not do. They are circumspect about this race to make creativity a science.
But that doesn't mean they aren't curious and interested in experimenting.
A true experiment starts with an hypothesis. Not an objective to survive or to reduce costs or to destroy the establishment. Experiments take risk. Educated risk. A valid hypothesis based on honest observations of the past. Not case studies written to make the actors sound prescient. Not myths.
We invite all those interested in developing and funding thoughtful experiments to join the COMRADITY Strategy and Creative Resource Center Collaboration Lab.