I've got another confession to make…
I’m not Dave Grohl. Admittedly, I have accepted a free drink (or two) in return for selfies in dark bars from drunken fans. But maybe, becoming a creative director was my fallback profession when being a musician failed to pay the bills. And maybe, I play a couple of instruments. And maybe, more than anything else, my “rock star” status is confined to the world of advertising.
Like Rock n Roll, I believe the ad business isn’t entirely dead, but rather in the throes of an evolution, a transformation. We’ve traded in our cigarette lighters for smartphones and vape-pens, our Z-28 Camaros for Zipcars; Our TV commercials for FB and IG videos. It’s all relative, man. Adapt or perish.
In order to keep up and stay ahead, today’s creative needs to be smart, relevant and make an emotional connection all at the same time. We have to use every tool in our arsenal to make what we create more impactful, in less time, with smaller budgets. And as creative communicators, it is our responsibility to find our audiences where they already are, serving up just the right message to connect with them, just the right way.
If Dave Grohl would’ve laid down and accepted his fate as nothing more than the drummer of a defunct grunge band, where would he be right now? Smart brands continue to reinvent, stay fresh and remain at the top their game. The rest just put out Greatest Hits.
Looking for a team? Meet the Z’s.