Should designers try to create an award-winning television ad campaign?

Jim Davies in his article Postermodernism (DW 26 April), touches on interesting questions about the different perspectives and competences of designers and ad agency art directors.

I have worked extensively with both types of “animal” and believe that, with a good brief, both can deliver impactful work to suit any type of site. The trick is to make sure all concerned understand when it is alright to use longer copy and a little more graphic furniture – and when not to.

Thus, for obvious reasons, there’s a world of difference between a poster in a cinema/ theatre foyer, a cross-track on the London Underground where there is time to linger and absorb, and a roadside poster which must be simple, direct and communicate fast as you motor by.

This all seems to me relatively GCSE marketing communications, but what is more challenging is to wonder when a creative group, whose core discipline is design, will come up with an enduring ad campaign working across print and broadcast media.

We’ve seen Wolff Olins/ HHCL work together to invent a new communications vocabulary for Go. We’ve seen The Partners produce sterling work for Waterford Wedgwood. But it was, ultimately, a stylish variation on the “Wedgwood. Wouldn’t you?” theme already initiated by an ad agency in the 1980s.

Now I know we’re all trying to be friends, but come on design community. When are we going to snaffle a top creative award for an original breakthrough TV ad campaign?

But then, on the contrary, should all concerned not stick to the knitting?

Rick Holmes

Chief executive officer

Gin Rickey Consultants

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