more proof advertising has no soul.

Interesting that the more respected voices in the industry knew to say nothing during this piece.

As I say on "AdScam" ... Twelve so called Creative Leaders talking absolute bullshit about how we don’t do ads any more… We do conversations. If these douchenozzles represent what is supposedly leadership in the ad biz, no wonder it’s screwed. Susan Credle, Chief Creative Officer of Leo Burnett, actually said… I’ve never liked the idea of campaigns, I think they’re shallow, I think campaigns are a silly concept.” Poor old Leo must be spinning in his grave. Just one guy made sense, Robert Wong, who pointed out that Steve Jobs was a great believer in Ad Campaigns, or “Matching Luggage” as he describes it. Not a series of one offs on social media… Which Apple doesn’t use anyway. Always remember, GodJobs asked his agency for “Insanely Great Advertising.” Not “Insanely Great Conversations.” These people, apart from Robert, are pathetic.
Cheers/George

That looks crappy... Try this...
Twelve so called Creative Leaders talking absolute bullshit about how we don’t do ads any more… We do conversations. If these douchenozzles represent what is supposedly leadership in the ad biz, no wonder it’s screwed. Susan Credle, Chief Creative Officer of Leo Burnett, actually said… I’ve never liked the idea of campaigns, I think they’re shallow, I think campaigns are a silly concept.” Poor old Leo must be spinning in his grave. Just one guy made sense, Robert Wong, who pointed out that Steve Jobs was a great believer in Ad Campaigns, or “Matching Luggage” as he describes it. Not a series of one offs on social media… Which Apple doesn’t use anyway. Always remember, GodJobs asked his agency for “Insanely Great Advertising.” Not “Insanely Great Conversations.” These people, apart from Robert, are pathetic.
Cheers/George

Obviously... Something wrong with your comments... Read it on AdScam...
http://adscam.typepad.com/my_weblog/2011/10/the-creative-dirty-dozen-talk-shit.html
Cheers/George

The short-term conversation bit was baffling. And what's shallow (or short-term) about being able to execute a message clearly and consistently across multiple mediums... and more than once?

Perhaps it's the ability to do this that's dead, not the campaign.

FROM SUSAN CREDLE

Georgeeparker,

Sometimes when conversations are edited, the point gets edited out.
While I enjoy creating campaigns, my point was I think a brand needs
to be bigger than a campaign. Campaigns must add up to a bigger story,
a purpose for a brand. For example, while Mayhem for Allstate is a
campaign, it supports the bigger brand idea that is 75 years old - are
you in good hands. I believe if a brand knows what meaningful purpose
it plays in people's lives, many mini-campaigns can bring it to life.
Campaigns are a means to an end and the end is hopefully a famous
brand that people love.

Susan Credle