He’s been a biscuit maker, a bartender, law student, fashion show producer and a truck driver, among others. But as JWT’s global Creative Director, Craig Davis is better known as the ‘big-picture guy’ in the ad world. Recently in India to attend the Goafest 2008, an ad industry awards jamboree, Davis let his brethren know what he thinks is wrong with advertising as it exists. Possibly causing some to choke on their fenis and pina coladas, Davis in his session complained that the advertising community was not as generous it should ideally be. Before the participants could start pulling their wallets out, Davis explained what he meant. “Creative people have limited themselves, and gotten comfortable with limiting themselves, to just interrupting entertainment, rather than engaging the consumer within the entertainment itself,” he complained. “Instead of engaging the audience, recycling and sneaking on other people’s audiences seem to have become the mantra for many,” the Australiaborn chided.
— Anusha Subramanian
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