Integrated Marketing Comes To 720 California St.

Will McGinness tears down walls for a living. Yet, he collects little dust.
McGinness joinied Goodby Silverstein + Partners as Interactive Creative Director after working on the VW account at Arnold. Now, he goes by the abbreviated title of Creative Director to reinforce the fact that interactive is no longer a separate discipline at Goodby.
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“We no longer have a separate interactive department. It’s all one big creative pool of talent,” McGinness reveals. “There’s been a renaissance of sorts at the agency. Anything is possible, which has helped people break free of old executional habits.”
“There will always be people that specialise in certain media,” he continues. “The important thing is that the creative leadership for a project or campaign knows how to connect all the parts.
Today’s consumer has a much more sophisticated bullshit meter. We need to pull people into our communication in a meaningful way. We have to be relevant and provide content that is desirable. The days of blasting consumers with unwanted crap are over. The trick is to create something that people will appreciate.”

“The days of blasting consumers with unwanted crap are over.” At Goodby, I might add, where those days never had a chance in hell. Everywhere else, with the exception of a handful of shops where creative has always been king, the bullshit parade is still in full swing.

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.