Jun 14, 2007

More Media Agnosticism

I'm going to keep a running tab on stories in the trades about new CDs whose sole quote is about their media agnosticism.

Here's the first, via Adweek, from Alex Flint, who's going to be moving from Modernista! to Saatchi/LA:

Flint said that at Saatchi he would work across all models with an eye on new-media opportunities. "I'm very passionate about that," he said. "A lot of people confuse media ideas and creative ideas within new media. I can't wait to get started on the Toyota brand."

"Toyota is ready to continue implementing new media and new ways of engaging the consumer," said Harvey Marco, executive creative director at Saatchi. "It's an attraction economy. We have to bring more to the party than the next 30-second television commercial. Alex comes here to do just that. His enthusiasm about pursuing ideas that push conventional wisdom and his desire to take risks was an infectious draw for all of us. He comes here to help us bridge the divide between the so-called digital world and the so-called traditional world."
And while I have no doubt that Flint is a good creative, who does actually understand new media, I just find it funny how every single new agency CD makes more or less the same statement to the trades.


Anonymous said...

it is funny to see everyone from traditional advertising tripping over themselves to demonstrate their interweb cred. In 2007!

Toad said...

Well anon, I'm guessing that's because few of them have any such credentials. Other than that they say, worked at the agency when someone launched a web site based on a campaign they did and they you know, supervised it, (e.g. saw it in an account person's office a few hours before it went live.)

Dustin said...

Before you 2 geniuses pass judgement I'd like to know if you have any clue what work Alex has done? The thing about where interactive is going is, the best ideas are going to win, the stuff that uses the enviornment the best, who does the ideas, where they came from is besides the point. Talent is going to win on big stages, period. You can pretend that an "interactive" background gives you somekind of right work in the space but that's so 1999.

Anonymous said...

yes, i know what he's done. it was in adweek. the best ideas are going to win? really. good to know.

Toad said...

Let's see "Dustin" what part of "I have no doubt that Flint is a good creative, who does actually understand new media" didn't you get??

The point, which you clearly missed, is the absurd way that 99% of agencies make the exact same pronouncement about every new hire, e.g. that they are "media agnostic."

The importance of new media and the ability to create compelling work in that arena is not at issue. No matter how much you'd like it to be.

Make the logo bigger said...

dustin, well-executed bad ideas are just that, well-executed. While I’ve always believed a great idea can come from anywhere in the agency, (and few agencies actually walk the talk when it comes to that point), it still needs to be a great idea first before execution takes it to the next level.

Toad's point is one I hear as well: creatives who basically say the same cliches a jock says after a game:

“We just gotta take it one game at a time...”

“The good Lord willing, we’ll be ok...”

“I just wanna help my team...”

George Parker said...

Funny shit... Just posted on it.