Inside the Box

There are a lot of agencies out there. There are traditional shops, integrated shops, digital shops, creative consultancies, product creation shops… and I don’t know what else.

My problem is that, for the most part, I could potentially work at any of those types of places. I’ve found that the best type of work is the kind that is not only on strategy for the brand, but actually reaches their audience where they already are. Now, I know you’re thinking - duh! - right? But is it universally accepted that we need to create the same advertising systems for all brands based on the work of the agency instead of the need of the brand and audience?

Most agencies don’t specialize in one type of client (beauty, automotive, beer…etc) so why is it accepted that most agencies specialize in one type of advertizing? Is it assumed that to be really great at something, it has to be a niche? Digital product creation, 360 campaigns, trans-media storytelling, branded viral content, puppetry… yadda yadda yadda.

Can we quit it with the buzz words and jargon? I just want to make the coolest fucking shit for your brand.

Is it redesigning your website? Is it a UGC facebook-based recipe contest? Is it a single-purpose dating site? Is it an integrated campaign based on an existential crisis? Is it a redesigned salsa bowl? Is it a giant QR code in Times Square (ha! just kidding, it would never be that… unless you’re Disney, maybe)?

I don’t know. But is it foolish to aim to do whatever it needs to be? In my own life, I like to curate things on the internet, create platforms, take photos, make websites, invent services and connect with people IRL. Is it only a utopian dream to think that someone might pay me to think up these things for a brand? Cus if you ask me, that usually ends up being the coolest advertising.