“If you just hire people with ads on the resume they’ll probably make you more ads.” -Robbie Whiting
It’s not enough to just make ads today, ad people need to let their inner inventor out to play. That’s the message unleashed by Robbie Whiting, director of creative tech and production at Duncan/Channon, last Friday in Austin.
According to Greg Swan of Weber Shandwick, Whiting said marketing now needs to move from making people want things to making things people want.
“There’s a zeitgeist in maker culture where people are taking projects into their own hands,” Whiting said. The challenge for brands and agencies, he says, is fostering a maker culture in an environment that is low-risk and focused on ROI and billability.
I know damn well you have an opinion about this making things movement that’s sweeping Adlandia. So do I. Let’s discuss it in the comments here, on Faceter, Skype or in person.
Great Post David,
We were looking forward to Robbie’s presentation but didn’t get to Austin in time. Thank you for sharing..
Hope
its not too spammy, but my colleague Nick did a great job of
documenting some of the prior discussion on the “making things
movement”..
http://blog.web.blogads.com/2012/03/05/is-your-agency-making-cool-shit-or-just-talking-shit/
both Robbie’s panel and Weber Shandwick are mentioned
Robbie does
the best job yet of simplifying this conversation, it’s not about making
ads, software, thinking like a startup… it’s about making things
people want.
On a personal note after, years of working in
digital, and having nothing tangible to show for it, I’ve turned to diy
home / car repair, and my vinyl records to some how compensate for my
lack of physical experiences.. I wonder if this feeling is also shared
by others?
Best,
Robert
Thanks for the shout-out. It was in my Top 3 panels of 2012.