The Constitution of Advertising: A casual and unofficial guidebook for Mad Men

The constitution is divided into various sections such as the right to creative liberty, right to evolve, right to operate, right to flexibility and right to time

e4m by Misbaah Mansuri
Updated: Jan 30, 2020 8:19 AM
Constitution of Advertising

The first-ever 'Constitution of Advertising' released on January 26 highlights the everyday hurdles faced by the ad industry, right from managing relationships with clients to addressing the hindrances of every creative process.’ This Constitution of Advertising for the new generation of advertisers focuses on a set of rights for the advertising professionals a.k.a the ad-men. It is divided into various sections such as the right to creative liberty, right to evolve, right to operate, right to flexibility and right to time. What’s unique is that it is not drafted by a governing body but designers, writers, strategists and account managers from Mumbai-based creative agency- Chimp&z Inc who consolidated this piece with the purpose of educating and encouraging a free flow of thoughts and actions.

Each article under the ‘Rights’ section has been penned down to bring out creative expression and unite the free-thinkers of the ad-world. Angad Singh Manchanda, CEO & Co-founder and Lavinn Rajpal, MD & Co-founder- Chimp&z Inc shared that while brainstorming on Republic Day campaigns for their brands, the duo realized that there wasn’t a central aligning thought that guided them. “And, since Republic Day marks the adoption day of the Constitution of India, we found that this was a great opportunity for us to put out our contribution to the ad world. A casual and unofficial take on a guidebook for advertising,” the duo revealed.

The piece received support from advertising professionals with them relating to it and sharing it widely on social media. Manchanda and Rajpal believe that advertising is one of the most dynamic businesses in the world which requires the need to evolve every single day. They opine that the agency culture should be ideas and insights first, irrespective of the source. “People before profiles should be the norm. Creative minds with powerful insights, irrespective of her/his age or experience should be given equal opportunity to present their ideas,” they asserted.

Under the right to creative liberty section, the constitution points out the “freedom to throw logic down the window and let the magic do the talking”. Furthermore, the right to evolve section points out agencies rights to promote ideologies that discard archaic thoughts and prejudices. “Freedom to take a stand for creativity even when the whole world is against it, inducing progressive thoughts among the audience for the betterment of the world and freedom to promote social harmony and practice advertising with ethics,” it says.

Another interesting section is the right to operate, that lists out the right of choosing clients who condone good work. “Exploring ideas beyond budgets because when there is a great idea, the client will find the way. The freedom to practice advertising that looks good on the balance sheet, freedom to charge extra after the fifth change. There is no good advertising without ethics,” it further says.

There’s also a right to flexibility and right to time section. “Taking power naps at work to boost efficiency. Freedom to come late if you were working until late. Freedom to present your ideas in a document, presentation, chart or even a call while in bed because an idea is an idea. Unrealistic deadlines shall be shunned upon to promote quality work, freedom to not respond to client emails or calls after 7 pm because advertisers have a life too. Respecting people’s time by not making them sit for unimportant meetings. Freedom to give it back to people who are taking a jibe at you for leaving early when you are actually leaving on time,” it reads.

Other than the rights highlighted in the constitution, Manchanda and Rajpal believe that one should have the Right to Revolution; the right to observe, ask, challenge and set new pillars in advertising. “As advertisers, we bear the responsibility to mould the thoughts and actions of the masses, let’s ensure we are progressive in our approach. One must try not to disregard ideas and beliefs by practising free-thinking,” they added.

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