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.”