Draft FCB, always with the classiest ads
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November 22, 2006 | Permalink |
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My understanding is that the Chicago leadership group is a rather sorry bunch and there's no one "in charge" (i.e: Howard Draft) with enough taste and understanding about effective advertising to have put a stop to this stupid little endeavor.
On the other hand, the ad clearly says everything you need to know about D/FCB. Clients and prospects should pay attention.....
Posted by: LAM | Nov 26, 2006 6:48:30 PM
madhatter,
It’s clear by now that we all agree over Draft FCB’s creative credentials.
Although it’s peculiar to see such anger directed toward Draft. Draft is not an advertising agency. To compare it to other ad agencies seems unfair.
Like it or not, Draft remains the premier direct response agency. On earth. Draft is to direct response what agencies like BBDO or DDB are to brand advertising. Yes, just as the brand advertising industry has shops like CP+B and W+K setting creative standards, there are probably direct response shops generating similar creative breakthroughs. Draft’s emphasis has always been on results and cost efficiencies versus breakthrough creative. What’s more, those are hallmarks of the direct response industry. Need proof? Find direct response equivalents for Creativity and Communication Arts magazines.
Draft has certainly upset the global industry with its takeover/merger of FCB. And they may ultimately redefine everything, for better or worse. But anyone in the brand advertising business who doesn’t realize the emphasis on stuff like ROI simply hasn’t been paying enough attention. The truth is, these inattentive types opened the door for Howard Draft. Not sure we should be pissed off that he chose to walk through it.
Posted by: HighJive | Nov 26, 2006 6:53:40 PM
Actually, Omnicom's Rapp Collins is THE largest and premier direct agency in the business. Some would also argue that Ogilvy One is a class act, too...but Draft? No, sorry, kindly keep in mind, these are the very same people who let this stupid, tasteless, sexist ad run...
Also it's been said that Howard Draft had enough clout (i.e IPG stock??...) with IPG that he was able to come out on top of the Draft/FCB operation. His ego is enormous...too bad his taste level isn't in keeping with the size of his ego. If it were, we wouldn't be engaged in this dialogue....
Posted by: LAM | Nov 26, 2006 7:26:13 PM
HighJive,
It doesn't upset me tht Draft tookover FCB. FCB was a dump. I actually think it will great fun for all of us over the next few years to watch what happens.
Posted by: madhatter | Nov 26, 2006 8:03:13 PM
I think HIghJive and some others might be missing the point. Draft/FCB is one of those really dumb things that is kind of successful. Like Scientology or Ron Popeil. And like them, it's interesting--and sometimes funny--to watch.
Posted by: earl | Nov 26, 2006 8:21:41 PM
LAM,
Oops. You may be correct with your direct response trivia. My presumptions were based on Draft’s hype machine, which included a 5-star rating from AdAge (yes, we’ll agree that doesn’t mean shit). Ironically, the factual discrepancies actually support my general point — that is, direct response is a different world than brand advertising. Most of the folks on this thread (especially me) are probably less familiar with RappCollins than Draft. And despite your arguments, I’ll bet you’d be hard-pressed to seriously present RappCollins as a creative force. My other argument is that creative is not the main thing in the world of direct. Think about it. If you had to name the top ten creative leaders in the brand advertising business, it would be no problem (although there might be disagreement over the final names). Can we even name ten creative people in the direct industry? They’re out there, no doubt. But they don’t get the respect and hype of brand advertising leaders.
Posted by: HighJive | Nov 26, 2006 9:13:27 PM
the direct folks aren't as creative--it's that simple. i hate to break it to you but there's a pecking order in the creative world. really creative people write books or movies or write for tv because that's where the most money and fame are. in the world of advertising the most money and fame are in general advertising or in new media. i'm not saying this as a snob, it's just the way it is. i've know plenty of people who've worked in both and none of them said direct has a lot of talent. for direct to get better it needs to attract better people. many of the people at direct agencies, including the guy who ran the chicago office of draft before the merger, are general agency wash outs. it's the same at many health agencies.
Posted by: lowjive | Nov 26, 2006 9:39:57 PM
True that, lowjive.
Though my friends in interactive shops tell me the pay is still pretty low there compared to general shops, especially at the CD levels. Flash designers get paid a lot, but the guys actually making the ads don't do as well as general guys.
This pecking order is all changing though and changing rapidly. Agencies are merging web + direct shops and clients are funneling their money there, rather than general. Especially true for B to B clients and others who don't really need to reach "consumers."
Posted by: Rashi | Nov 26, 2006 10:08:15 PM
I agree the concept of combining a general ad agency and a direct shop is a good idea. Actually it's a very good idea if they can get the math right - recognizing the disparity in pay scales and, hence, profit margins - between the two disciplines. However, specifically, where's the evidence that Draft is good? They're noisy and self-promoting, but highly effective at what they do for clients, that's a good question. I'm still harping on the fact that if you want to be an "A player," behaving and producing materials in good taste is a factor and judging by the leadership at Draft/FCB, I'd say they're behind the eight ball on that score. Furthermore, if Howard Draft truly wanted better creative at Draft/FCB then he'd fire the creative leadership he inherited from FCB and start fresh. The guys at FCB just don't cut it. If Howard is as smart as he'd like people to believe, he already knows that....
Posted by: LAM | Nov 26, 2006 11:00:36 PM
He's not. Look at the creative folks he had at draft. Very, very weak. And his first move at the new company regarding creative was to make Harries--a "C" player if there ever was one--worldwide creative director. If he's smart he'll hire somebody good asap and isolate Harries, O'Keefe and Gold so they do as little harm as possible while their contracts run out. Harries, O'Keefe and Gold. Now that would be an agency.
Posted by: lowjive | Nov 26, 2006 11:28:04 PM
How about it: "You've reached H-O-G, Goodmorning." It's a very appropriate name for such an agency...HOGs...which they all are..when you consider the amount of undeserved money they take from D/FCB....
Posted by: LAM | Nov 26, 2006 11:51:50 PM
People eventually get found out. My experience is that hacks rarely have long careers.
What's scary these days is that good creatives rarely seem to have long careers either. So many guys with good books who worked at good shops seem to have disappeared or can't find another job after they lose that CD gig.
Not sure what happens to them? One theory is they either leave the biz or wind up at progressively worse shops, taking progressively smallers salaries each time till they wind up as ACDs at a small Pharma agency in South Dakota.
I'd love to hear otherwise, but as the business changes, it seems less and less attractive.
Posted by: Rashi | Nov 27, 2006 12:12:14 AM
Do you think maybe they just drop out Rashi?
I know of many ex-CD's who've just gone and done something different. And a few that have stuck around for the long haul. Or others that take lucrative ECD gigs at smaller, less hectic shops.
But do you know of actual good ex-CD's who just couldn't get back into the game?
I do think Ageism is something that needs to be addressed, even investigated in our industry. Maybe moreso than this whole industry diversity witchhunt. I see way more minorities than people over 45, and that's what really worries me.
Posted by: Len | Nov 27, 2006 1:35:45 AM
Ageism is a huge issue....but, like everything else, it's tied to money. A 50+ year old CD is going to cost more than, say, a 30+ year old CD. It's just that simple....
Posted by: LAM | Nov 27, 2006 8:15:45 AM
The animals are making sex!
Posted by: Eddie | Nov 27, 2006 10:19:16 AM
That photo makes me horny.
Posted by: Toad | Nov 27, 2006 10:41:58 AM
Making you horny, toad, was probably not the USP.....on the other hand, given your message, perhaps it has performed some usefulness after all...
Posted by: lam | Nov 27, 2006 10:53:34 AM
Yes Len, I do know a few good CD level guys who are basically freelancing, not doing too well with it b/c their contacts are all aged-out too.
It is about money, for sure, but other industries (law, medicine, banking) seem to actually revere people with long careers and think they have something to offer.
I'm sure many do drop out, but I suspect it's not by choice. You don't make that kind of money in advertising, unless you're lucky and in the right place at the right time when your agency gets bought by a bigger one.
Career changing at 50 is not something I'm particularly looking forward too.
And I agree that age-ism is a MUCH bigger issue than racism in our industry.
Posted by: Rashi | Nov 27, 2006 1:29:34 PM
Do you like make sexy time with lioness?
Posted by: Borat | Nov 27, 2006 1:34:27 PM
Your all haters. Direct your energies toward your "creative" and stop bitching...
Posted by: AntiHater | Nov 27, 2006 2:43:23 PM
This was shot just before a lioness with a big strap-on ran up behind the male and .... Kind of like real life, heh, since they do all the work in the pride anyway.
I am so sick of immature frat boy crap.
Posted by: Lydia Sugarman | Nov 27, 2006 2:57:31 PM
Direct you're energies toward you're spelling.
Posted by: AntiAntiHater | Nov 27, 2006 3:01:58 PM
Obviously I don't work in proofreading...
Posted by: AntiAntiAntiHater | Nov 27, 2006 3:32:44 PM
"...toward you're spelling." yikes.
Posted by: makewarnotlove | Nov 27, 2006 3:35:58 PM
actually, those aren't lions in the photograph. it's howard draft and his ecd in lion suits.
Posted by: the cowardly lion | Nov 27, 2006 3:55:05 PM
actually, those aren't lions in the photograph. it's howard draft and his ecd in lion suits.
Posted by: the cowardly lion | Nov 27, 2006 3:55:33 PM
I saw this same ad, only with ligers, at a Caples Award Show. They're probably my favorite animal, bred for their skills in copywriting and design.
Posted by: I. Wunderman | Nov 27, 2006 6:03:54 PM
I really did enjoy how a string of the posts above, all critcizing a lack of creativity in an ad, basically all repeat the same complaint about 40 times. Brilliant.
Everytime I try to make the case that the ad industry isn't just full of morons and people otherwise unemployable, the morons and otherwise unemployables go and ruin it.
Posted by: Heh | Nov 27, 2006 6:17:27 PM
lame.
Posted by: morris | Nov 27, 2006 7:06:39 PM
Once, twice......3 times a lady!
Posted by: Coyote | Nov 27, 2006 8:59:24 PM
Comment number 81.
Posted by: The Count. | Nov 27, 2006 11:11:35 PM
Here's 82!
Posted by: LAM | Nov 28, 2006 1:00:20 AM
No, that was 83. this is 84.
As for those lions, it's as used at the old porcupine mounts a brush joke. Sad.
Posted by: Dabitch | Nov 28, 2006 4:59:43 AM
Look at the work coming out of Draft's London outpost.
Posted by: Polonium-210 | Nov 28, 2006 5:05:59 AM
I've not seen any UK work. What's it like?
Posted by: Unknowner | Nov 28, 2006 5:44:29 AM
They still do ideas-based DM and web stuff for people like booze brand stella artois and GM-subsidiary Saab.
Posted by: Polonium-210 | Nov 28, 2006 5:55:57 AM
Given that they are such premium and creative brands they must be doing something right
Posted by: Unknowner | Nov 28, 2006 6:24:06 AM
Yes.
Posted by: Polonium-210 | Nov 28, 2006 7:09:02 AM
Very good…
An agency of this size to only make this announcement…
Posted by: Eliézer | Nov 28, 2006 8:09:29 AM
Very good, an agency, make this very creative announcement.
Posted by: joel | Nov 28, 2006 8:19:40 AM
Direct you're energies toward you're spelling.
Posted by: Tracy | Nov 28, 2006 8:21:54 AM
I await the agency.com/Subway pitch statement that this advert was released because they knew that the ad world would react in this way.
Posted by: does anyone care | Nov 28, 2006 8:53:28 AM
I repeat: It's simply about taste and not insulting "the consumer" and, by this ad, D/FCB's top creative people have certainly reinforced their lack of taste and their ability to insult lots of people. In this process they've demonstrated, once again, that they're "C players." Yep, Howard Draft better go out and "get himself some of those creatives," because he doesn't have them now....but then, that can only happen if Howard is someone who can grasp all of this....therein lies the question...CAN HE MAKE IT BETTER??
Posted by: Annie | Nov 28, 2006 9:50:48 AM
Canne is a pretty swanky event for those of you that know nothing about the actual event this ad promotes. Although most of you bloggers probably haven't experienced any real visceral intimate contact lately, your too busy wiping off your keyboards.
Posted by: Your Mother | Nov 28, 2006 10:43:51 AM
Shesh. Retract those angry, jaded claws, ad people!
This ad may not have been a clio contender but the mere fact that it has gotten such a strong (albeit violent) reaction from all of you means that they've gotten under your skin. They made you feel something. You're not indifferent. They're not indifferent. Draft FCB is shaking things up, like it or not.
In a nutshell: Stop hating and get back to work!
Posted by: An Ad Person that isn't Angry? | Nov 28, 2006 11:28:15 AM
Look, if you're in charge and an ad like this is up for your approval, it's a pass/fail situation. And Harries failed. Period.
Posted by: Kneel Armstrong | Nov 28, 2006 11:40:23 AM
don't forget who took home the print grand prix...
it was draftfcb, for those of you who don't know
Posted by: joeschmoe | Nov 28, 2006 11:53:35 AM
Yes, that's correct, but the ad wasn't done by the bumbling and tasteless team Harries and O'Keefe...there ARE enclaves of talent around FCB inspite of those two guys...in fact, the further away they are from the epicenter of Chicago, the better the creative product
Posted by: LAM | Nov 28, 2006 12:12:59 PM
Would the Leo Burnett "French Pussy" ad of 2002 evoke a similar response? Do you have to deliver a semi-creative product to avoid a rant like this? Tutsel and Co. haven't exactly turned that shit... oops, ship around. Don't love D/FCB, but I mean, c'mon, such hatred from one dumb ad? Wow.
Posted by: Dirk | Nov 28, 2006 1:43:38 PM
It got a reaction from us?
Yes.
And the reaction was: "this ad is terrible."
I'll stop hating when ads like this stop getting created.
Posted by: Happy Rockefeller | Nov 28, 2006 1:44:41 PM
