Generosity,
good communication and free love – Craig Davis, Chief Creative
Officer, JWT Worldwide, seemed to be influenced by the hippie
commune in Goa. “We should learn from other people’s good
manners and imbibe them in us. Creativity is what we learn
from others. It is important to address the issue of generosity
as advertising has been less generous in the past few years.
Advertising has taken too much from us, but given far too
less in return. When we talk about engagement, 92 per cent
of the time we are still sneaking on other people, what they
are doing or messaging them. There is a big control tussle
between media and advertising,” Davis observed.
He further said, “Good content touches our
hearts and creates an emotional bond.” And the Internet had
changed the world in a profound way. “We need to monetise
the content online and on mobiles. But advertisers pay little
value for content,” Davis said.
Speaking further, Davis said music was of immense
personal value to young people, who couldn’t survive without
it. “Content might be king, but medium is definitely the real
message. However, we expect content to be free. Hence, piracy
thrives and is hurting the music industry a lot. Not just
music, the film industry, too, has been adversely impacted
by piracy with movies available for download on the Internet,”
he added.
Davis noted that advertising was the only industry
that offered free entertainment. “But free doesn’t mean that
the information is not worthwhile. Advertisers need to become
more generous with more passion and we need to create advertising
more differently,” he said.
“Great communication should always be interactive,”
said Davis, and hence, it was important for the audience to
give its feedback. “Communication is incomplete without the
participation of the receiver. Content of any medium is incomplete
without the participation of the receiver. Good content means
good advertising,” he added.
Advising Indian ad honchos, Davis said, “You
don’t have to leave advertising to be creative. In India there
is so much talent in the film industry, you need to utilise
this talent. You need have such creative work that is appreciated
by the whole world. Make your advertistments in a unique manner.
India needs to do something different in their creativity
and address big brands with huge passion. They need to get
noticed for their genuine work and credibility.”
