Eu me amarro nesse George Parker e sua acidez:
Advertising as a business has been around longer than the dirt in your backyard. Yet it’s amazing how little it has changed. No, I’m not talking about the wonders of digital, social, mobile, 4G, CGC, Web 9.0, whatever. These are merely executional tools that allow you to deliver the same old mind numbing content in new ways. And don’t give me that bullshit about building communities, engaging in conversations, delivering holistic experiences… Eventually, it’s all about communication and persuading punters to cough up their unemployment benefits for your client’s shitty products.
What I’m getting at here is that the very nature of the business hasn’t changed since the world’s oldest profession used a Pompeian BDA (Big Dumb Agency) to drum up business through the use of pornographic graffiti on the walls of the local knocking shops. This is particularly true of the big mainstream agencies that all (with the exception of Wieden & Kennedy) belong to one or other of the big four holding companies. Unlike the smaller, independent shops, the people running these agencies are paranoid in their desire to avoid risk and safeguard the bottom line. Hence, most of the work they produce truly sucks.
So, imagine my surprise when I read this week that WPP, the largest of the holding groups has committed to the creation of “Team Mazda,” a new unit based in southern California to handle all of Mazda North America’s marketing and advertising needs. This is an event that fits my favorite definition of lunacy… Doing the same thing over and over and always expecting a different result.
In case you’ve been living on a desert island for the last few years, you may remember that WPP did exactly the same thing three years ago when they created an outfit lumbered with the unfortunate name “Enfatico,” to handle all the Dell business, worldwide. With 1,000 employees working out of 13 offices in 10 countries, they beavered away for over two years… And never produced a single fucking ad. Enfatico no longer exists and WPP is stuck with a 100,000 sq/ft building off Madison Avenue they signed a ten year lease on. Perhaps they could ship it brick by brick to Southern California for the future home of “Team Mazda!”
Putting the tin lid on this whole charade was the news that the CEO of Enfatico, who had sat on top of this fiasco, and who I described on AdScam as being “Unemployable,” was immediately hired by Google as their “Managing Director for Ad Agency Development.”
Which goes to prove what I’ve been saying for years… To paraphrase William Goldman when referring to Hollywood… “On Madison Avenue, nobody knows anything about anything.”
And they prove it every fucking day!