Top Story


Home >> Advertising >> Article

Creative agencies need right balance of art, science & technology: Alasdair Lennox

Font Size   16
Creative agencies need right balance of art, science & technology: Alasdair Lennox

On day 3 at the Goafest 2016, Alasdair Lennox, Executive Creative Director, EMEA, Fitch deliberated on how advertising agencies can avoid being obsolete and the creative manifestos for the same.

Lennox did that by comparing six stages of extinction of an agency vis-à-vis the hypotheses around Dinosaur’s extinction from earth.

The six chapters included volcanic eruption, starvation, mammals eating the Dino eggs, meteors hitting the earth, climate change and the bodies of the Dinos being too big for their small brains.

Laying importance on the involvement of younger people in the creative process, he said, “One more reason why the Dinosaurs became extinct was because the mammals ate the Dino eggs. The agencies should be working with the undergraduate, creating internship programs. The creative people have to be an apprentice to both wise and raw mentors.”

He added, “If the agency stops feeding themselves with younger creative people, they could die.”

Comparing the need of balance with Volcanic Eruption he said, “The creative agencies need to have the right balance of art, science and technology. It needs to start again and again. There has been a continuous change over the years in the way designs are being made and accepted; hence the agencies need to change and balance creativity and technology.”

Lennox also elaborated on the necessity of being flexible and optimistic in an agency, “A senior creative person has to remind oneself to not be a negative meteor in the agency. Ego is the most negative thing for an agency. Creative Dictatorship is all about stepping forward and stepping back. You need to step forward like a leader also, step back and listen to the team and respect their leaders.”

Tags GoaFest 2016 Alasdair Lennox Fitch Knowledge Seminar

Rishi Pratim Mukherjee finds his eternal peace at home on a typical weekend by reading his all time favourite books or simply switching off

Prashant Puri, Co-Founder and CEO of Adlift, talks about his journey from being the company’s co-founder to an investor and also tells us how automation will soon take the top spot in every marketer's list

Shikha Kapur, CMO- ‎Fox Star Studios, speaks on the evolution of digital marketing in the organisation

Mayank Pareek, President, Passenger Vehicle Business Unit, Tata Motors, on their three-year association with IPL where they will promote their new model Tata Nexon

According to media reports, the new logo will not be very different from the existing one and the changes may not be very visible

Visual highlights from the seventh edition of IMPACT’s 50 Most Influential Women event held in Mumbai on Thursday 22nd March.

The FIR was filed by the police after BARC India’s vigilance team found out that the details of the households where BARC India’s BAR-O-Meters are installed were compromised