Designers are running rings around the advertising community when it comes to visual communication with financial and time pressures blamed for the gulf in quality.
Speaking after judging the Crafts for Advertising category at the D&AD Awards in London, John Mescall, ECD at McCann Melbourne said there was barely an entry from Australia this year.
Crafts for Advertising includes photography, typography and illustration.
“Designers seems to get the time and space to execute beautifully and perfectly while the advertising industry seems rushed.
“I think we are driven by immediacy and social currency and that seems to be driving our industry ever onwards. This whole idea of being part of the social conversation has sped up everything we do. You look at the visual communication from the design field compared to advertising and they are miles apart in complexity and craftsmanship.”
Mescall said the financial pressures in advertising could be to blame, adding: “Art directors cost a lot of money and we just don’t get the time to put towards it.”
Tim Addington is communications director at advertising agency The Works Sydney and former editor of B&T.
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