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Stretching boundaries vs. status quo


There seems to be two divides right now in the agency world. On one side you have the visionaries always looking to push the boundaries of creativity. On the other hand you have the masses pushing for the status quo. In this back and forth game of chess, the clients are left out on the losing end. What’s your take on the issue?

intro Stretching boundaries vs. status quoRight now? It’s been ever thus. People in our industry, agency and client side, get comfortable with the status quo; the illusion of a guaranteed formula for success. That’s when things get boring (as you’ve noticed, the overwhelming majority of advertising is boring or worse). We think all of us interested in creating ads people actually want to see—ads that are engaging and entertaining—end up on the losing end when all the elements that conspire to stick with the ‘tried and true’ rear their ugly heads. Good old research often leads the charge to blandland. Now more than ever, clients are nervous and looking for a notion of security. But until we turn to our own guts for direction, instead of a set of numbers that say what’s right, we’ll continue to get stuck in the middle of the road. A really bad place to be. After all, a ‘safe’, boring ad is so easy to just not watch.

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About Jancy

'Jancy' is Janet Kestin and Nancy Vonk, Co-Founders of Swim, a unique “creative leadership training lab for advertising creatives and marketers.” Prior to Swim, Jancy was globally renowned as the Co-Chief Creative Officers of Ogilvy & Mather Toronto, a position they held for thirteen of the twenty years they were a creative duo at the agency. Over the years they've racked up Cannes Lions, Clios, One Show pencils and CA credits, and have lead their shop to two Cannes Lions Grand Prix and a Grand Clio. They've judged CA, Cannes, D&AD, the One Show, the Clios and other prestigious award shows. Creativity named them two of the top 50 creative people of 2008. Known for their outspoken, no-bullshit style and a passion for mentoring juniors, they're ready to give you advice if you're ready to take it.

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