01
My Subversive Itch
As many “creative experts” proclaim on their daily LinkedIn thought leadership and infotisments, “the world of creativity is changing and you’d better be onboard.” I understand, and value, the importance of evolution in a company’s position, communication strategy, visual standards, and marketing tactics. However, I can’t help but feel that somewhere between the Internet of Things, the pace of technological advancement, our lust for content, and the speed-to-market mentality, we have forsaken the value of considered creative output.
I consistently find myself disappointed, or rather, utterly disgusted by the choices employed around the pillars of identity and communication in this “brave new world.” Creatively, I like to believe this disgust irritates my subversive itch to the point of intentionally doing the opposite of what everyone else is doing. This has sometimes been to my detriment. But lately, feeling uninspired, tired, and full of anxiety, I have found that this subversive itch has developed into an intense scream.
Right now, our clients are stuck in a black hole of advertising FOMO (more on this later). Perpetuated by small-time market disruptors, “influencers,” video shorts, and the blistering speed of “Trends.” What’s worse is prospective and current clients don’t realize it’s a trap. A black hole from which one can never seemingly escape. A cyclical soul-sucking force. And so they feel a need to continually feed its consumption.
02
A Pile of Steamy Poo.
The industry of creative communication, advertising, and identity has become a big pile of steamy social poo. Performance guided, big-data, grade A, poo. Even more frustrating is the use of buzzy one-word tactics such as advertainment, disruption, gamification, hyper-local, and millennials!
Recently the almighty marketing brain-trust has co-opted the idea of becoming more “human” by using the word “authenticity” as their buzzy earworm of the moment. Listen closely. You’ll hear it. They seem to think that attaching uber-rich pop stars or a Kardashian to a product and then having them film a 60-second short video on their iPhone for TikTok is “authentic.”
We are stuck in this perpetual cycle of metaverses, digital living, and headline based knowledge (or opinions). So it makes sense that the idea of trying to connect these things to our Human Operating System (a concept my partner and strategist Theo Erasmus →
has been championing) seems very, very, necessary.03
The Aristotle Way
A triangle is simple. Beautiful. Powerful. Pointy. The number 3 is just so dang mathematically appealing. Aristotle recognized this during the 4th century B.C. for Christ’s sake. He taught that to make a persuasive appeal, one needed three key elements. None of which are K.P.I’s by the way.
Logos — A reason to believe.
Ethos — Credibility, or a reason to be trusted.
Pathos — An understanding of values and beliefs.
Aristotle would have made a good Ad Man. I like to think that he would have violently pointed out what is missing from a majority of advertising and marketing today.
There is one rule in my family’s household. Don’t be a dick. It’s all I expect from my little tribe. Yet I’m the one who most often breaks it. Sometimes my passion and intensity comes through as being a dick, but I assure you this next statement comes from a place of love:
“Your company’s authenticity can eat a turd.”
Companies claim they are seeking authenticity. Is this such a bad thing? Not so much. But a large percentage of the time their attempts often come off as inauthentic. Why is this? Often they fail to close the gap of persuasive appeal because they forget the other two important ingredients. Ethos and pathos. This is what the current creative climate of hyper-paced, advertainment seems to be missing. The connectedness of Aristotle’s triangle for persuasive appeal.
Yes. I believe authenticity is critical to earnest communication. Both in identity and outward communication — but it only really works when it’s paired with trust and aspiration. This triumvirate is critical to obtaining the coveted loyalty of consumers and solving the bigger tensions.
As an Art Director, I often like to substitute different words to inform my process. Another way I like to interpret logos, ethos, pathos is through insight, substance, and style. Or Snap, Crackle, and Pop.
04
Advertising FOMO
We currently live in a country, where the Lego/Harris Poll1 cited the top aspirational occupation among pre-teens in America as influencer. The accessibility of technology, paired with the “here today, gone tomorrow” tactics of “remaining relevant” or “top of mind” through short-form social media reliance has given companies a serious case of advertising FOMO.
Many arguments can be made for the meteoric rise of marketing budgets dedicated to Social and digital advertising. Influencer marketing budgets have skyrocketed to 4.6 billion, double that of five years ago.2 And Instagram, TikTok, and Youtube have changed the game (For the worse, IMO). Companies do indeed have to evolve their strategies. However, the blistering pace of technological advance has created a beastie that most companies believe they have to feed.This FOMO gives way to many troubling tactics. A constant need to produce “content.” A decrease in quality communication. An increased need to blindly reach everyone versus the right individuals.
What is not happening is a considered pause. Is this the right media for the message? How does this solve a particular tension? What do we hope to achieve? Does this align with why we do what we do? Does it instill trust? Is it aspirational? Is it authentically us?
Considered creative is an important part of getting to the core of all these questions. But careful qualitative and quantitative consideration takes time. And the process of this, as it relates to execution, also takes time. I for one, have been feeling an intense desire to sever my process from the modern-day amenities that “Design” and Big Tech (Adobe, I’m talking about you) are pushing on us. More on my process shift in the future.
It may seem as if I’m criticizing an entire industry. I am not. There are a lot of hyper-smart people dedicated and focused on bettering their clients through quality visual, written, and strategic work. The evolution of our technology tools is not all bad. But they are tools for our intelligent brains to leverage. Not rely on. And, pressuring me to increase output or productivity through time-saving AI (a whole different conversation), or pump out poorly considered or executed creative that doesn’t solve a real pain point or business objective just for the sake of seeming relevant is just fucking insane.
We can do better. I realize the train is moving quickly. But you’re not missing it. You can jump on or off at any time. I believe very strongly though, that those companies which strive to remain true to their “Why” through interesting, considered, quality execution — Guided by Aristotle’s approach and not chained to a train of trendy mediocrity— will ultimately, and authentically, win.
Fantastic article. Well written.
Keep it up man.