Do the creators of advertising have any obligation other than to drive results for clients?
Chuck Porter posed this question awhile back. My response:
I believe any opportunity to enlighten and inform is a good one. When faced with the typical advertising assignments we are often placing our client’s objectives (obviously) on the fore front. “Sell this” – “Drive this!”
It becomes the creative obligation of the team behind the idea to propel that notion forward.
Where we see true success is in our ability as creatives to infuse a broader message.
As you know advertising is reflective of the heartbeat of the people at any given moment. Truly successful campaigns tap into that rhythm and offer up innovative ways to “sell”, “entertain” and hopefully enlighten.
-Chris Valentino, ECD