Of course, I have never agreed that creativity is the great contribution of the advertising agency, and a look through the pages of the business magazines should dramatize my contention that much advertising suffers from overzealous creativity-aiming for high readership scores rather than for the accomplishment of a specified communications task. Or, worse, creativity for self-satisfaction. -Howard Sawyer, Vice President, Marsteller, Inc.
Howard Sawyer, a Vice President at Marsteller, Inc., expresses skepticism regarding the commonly held belief that creativity is the primary strength of advertising agencies. He argues that often, advertisements are overly creative, prioritizing high reader engagement over fulfilling specific communication objectives. This tendency can lead to ads that are more about showcasing the agency's creativity than effectively delivering the intended message.
According to Sawyer, the focus should be on achieving clear communication goals rather than merely aiming for self-satisfaction or acclaim for creative work. This critique highlights a potential disconnect in the advertising industry, where the measurement of success sometimes comes from creativity scores rather than from the effectiveness of the message communicated to the audience.
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All the things you can talk about in anyone's work are the things that are least important.
Race of Cain, ascend to heaven, And cast God down upon the earth!
