Create something that is worth being part of culture

Here is a little personal perspective on why I think it’s important to do this job called advertising well, adapted from my intro to our last Account Handling department meeting at Saatchi and Saatchi.

So I live in a suburban idyll called Bushey. It is near Watford. But crucially it is not Watford.

Anyway this is a picture I took right near the railway station.

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A couple of months ago I went by there and saw this street art. It is by part of the Burning Candy street art collective, Mighty Mo and Gold peg. There is a near identical piece just off Shoreditch High Street, and you can see this collectives work all around town if you look for it. It is part of the urban culture of London.

I know I know, ad guy likes street art, massive cliche, But still I was surprised to see street art in the land of hunter wellies and snotty 2 year olds.

But what really got me thinking was going past there a few weeks later and seeing this image…

photo

It is of the street art replaced by fresh prime outdoor poster sites.

It reminded me of why I love the challenge of being in this business. That challenge is to put something in that space that is worthy of being part of culture and not just edited out by an attention poor, normal person who really just wants their rainy Monday brightening up.

Something that is entertaining, or has utility, or helps them see their lives differently, or makes them feel part of something bigger than themselves, or makes them feel good about the brands they choose.

Of course that is really hard to do, you might only get to do it once or twice in your career

And you never really know which project will be one that does it. Things can go from great to shit in a heartbeat. But they can also go from good to great in the same time.

Whether you can create something great that becomes part of culture depends on the small daily interactions we all have, account people, planners, creatives and clients and folk from partner agencies.

So every month we are going to be sharing stories about how things got made. That way we can learn from each other’s successes and failures. And increase our chances that the things we make will be great. So do sweat the small stuff, it can be what makes the big stuff good enough to mean something to the world.

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