The Australian Nick Law started his presentation with a challenge: Why Publicis Group need a Chief Creative Officer?
He observed that he made this question to himself in the selection process, 10 months ago. And was to talk about his vision of answer that he was in the disputed Ballroom D Stage.
Part of the answer is here:
The market changed and it is claiming for innovation. And Nick Law, who is a former Product professional (he came from R/GA) knows better than anyone
For him, everything around us has changed. However, the way of working with communication is the same since Fifties (last century!)
The last big innovation was the creation of DA/redator. Before that, the Copywriter was “The” creative and the Art department just received the final production to represent it on illustration (well, we know the history and we watched everything in Mad Men)
The result was pieces whose parts that not necessarily working well together. Up until the teams started to work in teams and then: BIG Change – we can see it on the examples below (before/after)
It happens that the game has changed. And then having the couple DA/CW deciding and after that distributing the work for desintegrated teams of Social, Digital, PR and so on, is, on one way, repeating the past.
For Law, this is the model that he is searching more and more to work at Publicis: the process of Creation requires to go through three phases – history, innovation and, on their intersection, the experience.
It seems to be obvious but it has some consequences – on my opinion, they are GOOD ;)
- The End of the myth “Big Idea – for Law, while we are still stuck to the idea that one incredible tagline and its unfolding stuck the team on the ways that they are more used to (for instance TV Ads), this hinder innovative ideas.
- Focus on the client (and what he needs) and not on the discipline – searching to define the experience that we want create, the teams are build in order to create together, on a multidisciplinary way, searching that all the ways are contemplated.
This is a huge and dare change – but as a Publicis member and a PR practitioner I can say that it is already happening.
And I'm still wishing we can achieve our goals.
Nick Law's plan is, after all,
[Originally published on Meio&Mensagem - 13/03/2019]