Brian B. Ashes is an undercover sniper acting as a strategic and creative consultant in the advertising and communications biz. He regularly gives an insiders reflection on sense and non-sense of the biz and has a go at its ways, ideas, attitudes and spendings.
“It’s been 10 years since I first entered the advertising and communication business. I have been freelancing ever since (as free as it gets in this biz). I’d say, the biz and I share a love-hate-relationship and I take a subversive approach towards it.
On the one hand I detest it and regard it mainly as pointless, useless, witless, environmental and psychological pollution and warfare on almost defenceless earth citizens whose vast majority have other things to worry about other than consumption. 90% of all advertising, marketing and communications is crap (or to speak in the biz’ code: ir-relevant. OUCH)!
From another point of view, this biz has fed me and some of my allies consistently over the last couple of years and has enabled us to realize at least a few sensible ideas. It is a small amount of positive experiences, where we have been able to protect our creativity and succeeded in turning monologues into real dialogues creating substantial effects on people and the media, which motivate us to continue what we are doing. So, we have to be humble when judging.
Nevertheless, imagine how many beneficial and cultural projects could be supported with the means the ad biz has at hand! So, maybe one reason to be working in this biz is to acquire as many marketing and communication budgets as possible to finance projects, which contribute towards the bettering of our everyday life, albeit in small dimensions, and at the same time cast a positive light on the ones investing, giving them a reason to believe in what they are doing. Maybe that is the new deal.
There aren’t that many sources giving to society and culture nowadays. State politics seem to give up on them and are passing the responsibility down. I firmly believe that the future of advertising, marketing and communications will see corporate bodies engaging and integrating themselves into societies and filling the vacuum governmental bodies have left. In future, the well-being of a brand will be strongly linked to the well-being of the people it desires to be consumed by. Substantial relationships need to be built. Interaction is key.
At least, I hope so… Although, a great divide could be quite interesting.
I also have days, when I’d rather be working in a bar.
Here’s to you.
Brian B. Ashes