Sitting in the audience at yesterday’s Battle of Big Thinking, one of the most extraordinary things was the accompanying conversation on Twitter. It was free from the usual slights, snarky remarks and bitching – people responded to new ideas with enthusiasm, and a desire to share them. But sadly that’s not how the industry usually is.
A criticism levelled at Australian advertising is that it often lacks creativity. There are, of course, significant exceptions to this, but I think it’s fair to say we produce more than our share of “safe” work.
My small idea, inspired by the day, is that the industry should make a conscious commitment to become an environment that cherishes ideas and responds positively to creativity. Perhaps the reason for the lack of courage in creative is that the Australian industry is so hostile, quicker to tear down than build up.