I recently had a phone conversation with a Creative guy who was uncertain about a move to a CD role in Pharmaland.
He had some legitimate concerns.
Would he be forever labelled as a ‘pharma-creative’ with all the mediocrity that that would imply. Could he ever get back in to consumerland after having the ‘Pharma stink’ on his clothes?
He didn’t put it like that but it’s what he meant.
I remember from my days in consumer the disdain that all self-respecting-ATL creatives had at the time for the lower divisions.
By the lower divisions I mean the BTL lot, the Direct lot, the Digital lot, the global lot.
You know…what all creatives are nowadays.
It wasn’t overt, but when a creative left to join a healthcare agency there was always the same reaction, a mixture of pity and there-but-for-the-grace-of-God-like thankfulness it wasn’t you (yet). Like the scene in THE GREAT ESCAPE where the little Scottish guy runs at the fencing shouting “I cannee take it any more!!!” before getting gunned down by the guards.
We looked up, nodded them a farewell and returned solemnly to our desks writing ideas that would never make it beyond a special account handling department file labelled ‘Meeting fodder‘.
This was the life!
As I spoke with my new consumer-creative acquaintance I even surprised myself with my now solidified passion for Pharma, now that there is clear water between my old career and this one, it seems I have gone native.
And what’s worse, I don’t even care.
Because what’s so great about consumer these days? have you seen the work that is on our outdoor posters recently? have you watched a TV break? when was the last time you asked anyone if they saw ‘that ad’ last night.
Believe it or not, that used to happen a lot.
Sadly, the most memorable ad of late is probably the diabolical Pepsi debacle.
Maybe the ‘content pieces’ that seem to emerge from somewhere or other and find their way on to your Facebook page are all that’s left of a once heavily populated ocean of opportunities, deftly avoiding months of focus groups and re-briefs. Occasionally there is the odd socially motivated film that gets shared, about how we should all just get along and have a beer (insert brand). That kind of thing. Fair enough.
There are some great humanitarian campaigns about empowering girls, or teaching the world to read.
I’m sure there are some other great campaigns but I can’t really remember them.
So, I wonder why a consumer advertising career is still attractive to a young creative person. It’s now much more about tactical thinking, direct targeting and content platforms than it is about launching new brands to the world. That’s much like Pharma, but we still get to launch brands all the time.
And consumer-land isn’t even much of a haven for heavy drinkers anymore.
These days many of the restrictions and legal limitations that a consumer brand faces are similar to those in healthcare, at least creatively speaking. No use of clever language please, no regional in-jokes etc because the world wants global ideas.
(Customers don’t want or need global ideas, but corporations do.)
Ok, so Pharma has a bunch more self-imposed restrictions than just that but the creative opportunities, when they arise, are just as potent.
It’s all about what you do, as a creative, with those opportunities. And recognising them as such in the first place.
Okay, you counter – it’s the clients and target markets that are worse in Pharmaland. They’re very literal and unsophisticated (never understood why) and obviously consumer clients are more media-savvy and braver.
Can they be any worse than whoever insisted upon or bought and signed off these attempts? It seems now its quicker to bypass creative teams and go straight from brief to production.
So much for the un-shackled glamour and creative opportunities of a career in consumer. At least in Pharmaland there are no pack shots, (just big logos) to substitute for an idea.
Anyway, back to my creative guy: I just heard he accepted the job. Good for him.
He’ll find that Pharmaland isn’t a land devoid of budgets, cool people or creativity.
There are some cool people and creativity.
Ok, definitely creativity.
And if it is a one way ticket, then that suits me fine.