Friday, January 25, 2008

Friday Poll No.19 : Do You Actually Want To Do Digital, Or Would You Rather Not?

Most above-the-line creatives claim that most digital creative work is poor, and they will be able to do it much better, when they're asked to. However, my question to above-the-line people is... do you actually want to?

Did you come into this business to sell, by any channel necessary?

Or did you come into it to make 'films', and quite frankly you'd rather someone else took care of the banners, just like they take care of the DM?

Vote now, in the top right hand corner of your screen.

22 comments:

Steve. said...

I love TV. Really, it's cool, I get to work with great people and hang in lovely locations like Barcelona, LA, Cape Town and, er, Black Island Studios.

Strange thing though. I love print. I loved it in the days when it was called press.

I've also been known to do the odd bit of DM.

And that's the thing, I love ideas - especially if there's a sniff of an award at the end of it.

So yes. I do actually want to do digital. Not at the expense of 'films' but because I'd like to do it all.

Because the more I do, the better my chances of getting a bit of glory.

RachelC said...

"Or did you come into it to make 'films', and quite frankly you'd rather someone else took care of the banners, just like they take care of the DM?"

Coming from the digital side that's why you can see a lot of poor digital creative work because it is seen as just banners. Great digital work is far more than that.

Anonymous said...

Does anyone else think this all getting a bit boring?

Robbie Rae said...

at what point did "above the line" creatives become such utter nobheads?

most tv ads are completely shite. sv

Jimjimmer said...

Or did you come into the industry because you just like creating big ideas and seeing your ideas become a reality, whether it's TV, websites, online (what ever media works best to change the perceptions of the public.)

Sod the 'slap on the back' business. Come on guys stop this above the line, below the line and online segregation.

Paul said...

Rachelc is right - there's a lot more to digital than banners (BMW Films, Subservient Chicken, Game Killers, Nike plus, Cadbury's Gorilla...). It's a bit naive of you to say that Scamp. There's no way anyone would pay the likes of Juan Cabral 250 grand to do banners is there? The best creatives will create big ideas which we be applied wherever it's appropriate. that's waht's so exciting about the technology at our disposal. note however that most of my examples above are not British. We've got a lot of catching up to do here

Anonymous said...

if you got into the business, as i did, for the chance to impact the culture and do famous work, then you'll hate digital. you don't get the centre break in coronation street to showcase your genius online. you have to build your audience yourself.

that's a huge fundamental difference and one that gets conveniently ignored.

how many clicks did it get? well that's how good it was. we're all in direct now.

ouch!

Scamp said...

Just for clarity, obviously I know that digital is a lot more than banners - in that bit I was satirising the POV of the hardcore digitally-cynical creative. If I am naive, it's in my continuing failure to realise that satire often doesn't come across in blog posts...

Anonymous said...

Forgive me if I’m wrong but isn’t advertising all about great ideas.

Yes, the ATL creative will have to adapt their thinking but is ‘Digital’ not just another medium for a good idea.

I sense a real arrogance from ‘Digital’ creative thinking they are about to take over the world, for years they have played second fiddle, often not being good enough to get a job at a big ATL agency. Harsh but true.

I’m not sure about you but is it not easier for the ATL creative to learn more about digital technology and team this with the philosophy of great ideas.

Rather than the ‘Digital’ creative to have to start thinking of much more creative ideas.

}i{ said...

The problem is that there are still too few creatives who really get digital at all. This is often the cause behind poor digital work...

Anonymous said...

The real creativity in digital is coming from the techie people - not the writers and art directors (who are, as a previous poster says made up largely of failed atl creatives). The sooner atl creatives get together with the techie people in digital the sooner we'll start seeing great work in that area

Anonymous said...

let me give you an example of great digital. i'm on the train on the way home. i whip out my iphone and am asked if i'd like to join the JETBLUE free wifi thingy. of course i do! brilliant. jetblue are cool! thanks jetblue. best ad i've encountered in ages.

will it win any awards? no. will it impress people at parties? no. did anyone get to stay at the Beverly Hills Four Seasons? no.

but was a hell of a lot more interesting and useful to me than some lame website nobody wants to visit or some virally intended film trying to compete with sneezing pandas and dancing filipino prisoners.

what both ATL and digital folks have to realize is that the internet is hostile to advertising. not sure that has sunk in yet. we're still under the illusion there's a market for our wares online.

Anonymous said...

something else worth considering: tv skills get even more props in the digital age as advertisers, having gotten bitten badly by complicated, hard to comprehend digital, flee back to the safe embrace of the simple guaranteed audience: TV baby!

get me danny kleinman! now!

Mr Pink said...

ADVERTISING IS NOT ABOUT IDEAS:
Definition:
The act or practice of calling public attention to one's product, service, need, etc.

In order to call attention, sure you need great ideas, new and original ideas. But come on guys, stop all this friggin' crap, shut up and get on with it.

If we're not careful, we'll taint advertising with a bad name. (Satire right there)

]-[appy Thought said...

I graduated from uni almost 2 years and always wanted to do digital, because all through uni I came to realise the things that actually influenced me were things I'd seen online or had sent to me. That's why we as a team targeted digital agencies and eventually got a job and we love it, its freedom to do an amazing amount of stuff through ever-expanding media is a source of constant joy. But then again I am and always have been a huge geek, so perhaps it's best to just ignore my vote as a blip :)

the harris said...

Most online creative IS poor but so is most above the line creative!

have you seen the ads around at the moment.

anyway there's alot of freedom to be had with online so i don't know why any creative wouldn't love a crack at it.

Anonymous said...

Nail on the head there, there the harris. IMO

I would say the percentage of good online work is about as high as the percentage of good ATL work.

No reason at all to expect ATL creatives will do it better.

The question is surely not whether they want to work in digital, but more if digital agencies want them?

Anonymous said...

For me, the divide is no longer between ATL creatives and digital creatives but between good creatives and shit creatives.

Good creatives will come up with cracking ideas for any media. Shit creatives will not.

Because it's so easy to measure the success/effectiveness of digital creative work I wonder is it harder to be a shit creative and get away with it in a digital agency.

We all know it's not hard to be shit and get away with in ATL agencies. Some agencies even specialise in shit creative.

toad's sixth reader said...

agree with previous. pseudo-entertaining bullshit has run its course. digital is direct. you get no clix, your idea sux.

Anonymous said...

I’ve worked with lots of off line creatives who think they would be able to jump straight into digital and produce great ideas.

Its not always true. Many off line creatives don’t have any understanding of usability, accessibility, IA, how things are built or the majority of online trends.

To say that your creative is better because you come from an off line tradition is arrogant nonsense. There's plenty of crap off line creative about.

Its not a case of whether you want to become digital or not. Its a case of whether you actually have the skills and knowledge to be able to do so.

sandoz said...

Do you really have a choice?

Anonymous said...

I really don't see this 'difference' in the ATL and online creatives themselves. The difference lies within the agencies. ATL get paid for what they think - digital for what they can produce. I think this is where the supposed snobbery comes from. But it is changing.

In fact, if you want to make 'films' I'd go for digital. One of our first jobs was an 8 minute interactive film. Not much of that going on in the ATL is there?

Yes there are banners, but with the technology, they're more interesting and challenging than the shitty print ads we did.

I'm not knocking ATL, far from it. We want to do everything. And we will, I reckon.