Despite the long-held view that the strategic direction of brands is the responsibility of advertising agencies, Schroeder says that the industry is in disarray as it struggles to come to terms with diverse media platforms and channels.
Writing in the next issue of Design Week, Schroeder says, ‘Still no-one is standing up and challenging the position of the advertising agency, even though the campaigns are becoming increasingly tactical and short-term, and this position is less tenable than ever.’
Schroeder says that the branding and design industry must step up and prove that it has the ‘hunger, quality and, moreover, the confidence’ to fill the vacuum.
He says, ‘We should be brave enough to look outside our immediate sector and finally understand that we are in the business of ideas that make a commercial difference, and not the business of design for the sake of design.’
Read Schroeder’s full comments in the next issue of Design Week, out tomorrow.