Is there still Advertising without Art Director and Copywriter? We say so
It can be very tempting when you discover a method of producing really good communication to use and reuse it. And this worked for many years because, regardless of the socio-economic climate, one thing remained unchanged: the target audience fell within the same socio-demographic factors we all knew as our own pocket. Until now.
In the following article, Vlad Boerașu talks about the changes in Advertising and how necessary it is to update the way of working in this field.
With each passing month, the audiences we have become accustomed to communicate with are changing composition: millennials and especially X-ers are slowly, but surely, leaving the pool of financially powerful consumers and are being replaced by them, GenZ. It is the first generation that grew up with YouTube videos and Social Media. The first generation that prefers to work for an ethical employer, regardless of salary. The first generation who grew up without a key around their neck because their parents paid more attention to them than ours did.
That’s how you get to the point as a marketer where you realize you no longer understand the audience you increasingly need to communicate with. This is when we all need to take a step back, take an exercise in deep honesty and ask ourselves: do we still have time to do things in 2023 the way we learned in 2003? Or even 2013? The answer is very simple: not if we want to cope with change.
In advertising too, change is the engine of progress, and this is a cyclical process that requires adaptability. There was a time when a savvy writer used a newspaper column to explain to you, like a salesman, how the product helps you. The need to visually support the speech arose, the best opportunity for the precursor to what we now call Art Director. And the industry added and added people to the process until the process stiffened and forgot where it started.
With Maker Studio, we decided to change our approach: we have agilely adapted the ad creation process from the angle of the currently relevant audiences. It’s no longer about the classic model of doing advertising, where a creative team is managed by an Account Manager and guided by a planner’s data.
Our model involves a flexible approach where the idea starts right where it needs to go, from GenZ, then is curated and guided by professionals in the medium they use most: digital content creators.
We invite you to follow our campaigns here, here and here and we offer you a little teaser: no two will be the same!
And until we come up with the next live campaigns we encourage you to step out of your comfort zone and ask yourself: is it time to update my methods of creating advertising?
