True to its name, the Festival of Media 2009 focussed completely on the media services side of the advertising business. The last session of the two-day conference, however, was ‘The Creativity Debate’, where Chuck Porter, Co-Chairman, Crispin Porter + Boguksy, spoke on using imagination instead of money.
Porter said, “This is the essence of what creative agencies ought to think, as there isn’t any money left anyway. These are interesting times, what do we do with your corporation to get through these times is very important. Everyone has to be more nimble and innovate, and these are no secrets, so let me speak to you on some of the things that we are doing at the ground level to get through these times.”
He further said that his agency was swimming upstream and that meant “getting closer to the products”. He elaborated, “No matter how good the creativity is, the product is still more important than the ads.”
He then said that this recession had evoked a revolution and that this revolution was not about writers and art directors, and so Crispin Porter + Boguksy, too, energised and gave authorisation to everyone to think out of the box. He said, “Some of the ideas are coming from the unusual quarters and they are surprising us pleasantly. For instance, the IT department gave us an idea for Dominoes, where you can text your order. I believe there can be creative thinking that can come from finance as well.”
He explained that in the current atmosphere, when equity was cheap and money was valuable, there would be some smart marketer who would find a way to partner with their consumers with equity sharing schemes that are very good.
Porter reiterated that even though digital was very important, TV still had a long way to go and that there were also examples like Hulu that is on-demand TV that converged two mediums, and in a sense gave the direction for the future.