The solution is the problem is the solution.

Advertising is fucked

…yells pretty much everyone; my friends; myself; my industry peers. My generation.

And they have a point. I want to propose a much simpler solution than revolution: more advertising. And better advertising.

‘For better or for worse, more people today can articulate a brand’s positioning than a political party’s platform. We have an increased responsibility to use that engagement to change minds and behaviours for the collective betterment of society.’

—Alex Dimiziani, Airbnb, Judge at D&AD Impact awards.

The money is with the brands and we can influence where they spend it.

As advertisers, we choose the ideas we present to our clients. While solving their business needs will always come first, it’s increasingly the case that this can happen as a result of some bigger shift.

Advertising changes behaviours and minds every day. That’s how it works. And that’s exactly the same as changing the world. If advertising created the world we live in now, it can certainly shape the next one too.

We’re the ones in control of the billboards, the TV spots, what people see on Facebook. There’s huge opportunity to have a positive impact there. To many it’s more even than humble opportunity; it’s responsibility. But why does the brand manager care?

‘People don’t buy what you do, they buy why you do it’

Simon Sinek puts it best in his TED talk where he shows that companies thrive when they have a reason to exist bigger than just turning a profit. Profit is an essential product of a business’ existence and Sinek proves biologically that this is earned much more easily—and much more reliably—when we communicate why we exist in the first place. Now find me a company that doesn’t want reliable profit.

Today, there are many ‘why’s that matter. That’s why I’m so excited to be working in this field. If a brand needs creative and doesn’t have this reason to exist, I suggest a couple, and see where we end up. The trick, of course, is still in authenticity and practicing what we preach.

D&AD’s new Impact award rewards those doing good. Often dubbed goodvertising, I believe what was easily brushed aside as the latest fad a few years back is here — has to be here — to stay.

Now, more than ever, the world needs creativity.