Should we accept disposable creative?

Daisy Doctor
By Daisy Doctor | 13 October 2017
Is disposable creative OK?

This is a free excerpt from AdNews print magazine's September edition. Every issue of the monthly magazine has exclusive features, profile interviews and content that isn't usually available online. If you don't subscribe, you're missing out. You can download a digital version of AdNews and subscribe to the premium print edition here.

Online advertising has led to quicker production of creative. Ads are developed in bulk to suit different media channels and any one campaign uses myriad adaptations of the same work.

The evolution of media and the multitude of new inventory available to agencies means there are more ideas created in a shorter amount of time. But has advertising suffered as a result?

As well as such time difficulties, digital media has offered new and unforeseen obstacles for media and creative agencies - such as adblockers which are increasingly used to prevent ‘intrusive and annoying’ ad content.

But, should the industry accept the idea of disposable creative?

We asked Brendan Willenberg, Clemenger BBDO Sydney creative director; Kate Richardson, Red Engine SCC general manager and head of strategy; Carlos Guedes,Webling Interactive associate creative director and Matt Morgan Landor
Design director.

This is a free excerpt from AdNews print magazine's September edition. Every issue of the monthly magazine has exclusive features, profile interviews and content that isn't usually available online. If you don't subscribe, you're missing out. You can download a digital version of AdNews and subscribe to the premium print edition here.

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