The recent release of Stephen King’s collected writings is brilliant and – this is lost on no-one – extremely prescient.
Many of the issues that face current communicators appear to have been tackled, in outline at least, by King 30 or more years ago. We may only be able to guess what his detailed thoughts would be on the issues which face marketers (advertisers in King’s terminology) today. Although, we can bet that they’d be clear, insightful and closely argued.
In the collection, each of King’s original papers is introduced by a modern day advertising thinker. In the most part, these introductions are excellent, refining and highlighting the best of the original pieces and explaining them in today’s terms; picking out nuance and explaining terms which may since have changed usage or meaning. Rory Sutherland’s introduction to ‘Advertising: Art or Science’ is particularly funny (including the observation that ‘[…] All creative people must submit their thinking for appraisal by more rational people […] but […] this does not apply the other way around’, and Jeremy Bullmore’s introduction to the entire book is – as usual – captivating and insightful.
Somewhat ironically, however, it is two of King’s successors at JWT who provide the only unsatisfactory introductions. In critiquing ‘The Advertising Idea’, Rosemarie Ryan and Ty Montague (President and Creative Director of JWT New York), completely misappropriate the concept of stimulus and response to mean… interactive media and then tread a somewhat clumsy course back to the primacy of the ‘The Big Idea’. Talking about the same piece Tom Doctoroff (JWT’s North East Asia Director) does an even more cack-handed job of assuming what it is he’s trying to prove. Ending up once again with the concept that Big Ideas (or Engagement Ideas) must rule the day.
[…] ‘Those of us who master the art of idea management will thrive. That’s why JWT Asia, we have introduced “Engagement Planning”, a conceptual framwork that builds on Stephen King’s traditional thinking while bringing it into alignment with the new reality of blogs and podcasts.’ … ‘Importantly, unless engagement ideas are properly articulated, we cannot extend them across relevant media, both traditional (television, radio, print, promotion, direct) and new (websites, micro-sites, blogs, mobiles etc). […] Engagement ideas also tame the potential of viral marketing by enabling marketers to mould the brand experience on their own terms’.
What nonsense. As Martin Sorrell once said: ‘If you’re hammer, everything starts to look a bit like a nail’. And so for big creative advertising agencies, ‘big ideas’ become the solution, no matter what the problem was. But in the quote above, surely this is precisely why ad agencies have sucked so badly at communicating in non-advertising ways. Meanwhile talented individuals like Hugh Macleod out-strategise major agencies by actually thinking about how to market to networks rather than treating these new forms of communication as just more bought media. I think we can safely assume King would have looked at blogs, youtube, whatever; would have tried to understand how they work and how they can be used commercially to influence consumer perception of brand (across the who sphere of those perceptions), rather than just extend ‘traditional’ thinking where it wasn’t wanted.
Doctoroff attempts to explain how they put this into practice, ‘To underline the need for the consumer’s involvement, we have relabelled the “advertising idea” an “engagement idea,” a concept that is “bigger” than any single execution but still “creative”.’ (his speech marks).
Amongst these ‘bigger’ ideas Doctoroff includes a line for Siemens mobile phones: ‘Intelligent phone for intelligent people’, and for sports shoes in China, ‘Forge yourself’ (are those even ideas?). An attempt, if I’ve ever seen one, to systematise the solution to any advertising problem, and once which leverages only ad agencies’ best asset: creative thinking.
Of course, this is not what Stephen King wrote at all. He talks about the role of ideas in amplifying the intensity of consumer response as part of a carefully planned advertising campaign. The first part of that process is identifying what the problem to be solved is.
King himself says: “The call for original advertising ideas is not just because we want to give creative people full and interesting lives. There are two sound commercial reasons for it… Intense response and Sophisticated consumers.”
‘Intense response’ means ‘involving the consumer’ (i.e. activating the consumers brain, not just pouring ideas into it). ‘Sophisticated consumers’ is talking about about the other media the audience is exposed to and their level of sophistication in deconstructing advertising and brands.
King is always analytical – not jumping from one example to the next but asking step by step – how does this advertising work, how can it be used commercially?
Even in the 70s and 80s, King looks not-at-all for a single one-size-fits all solution to advertisers’ problems, instead encouraging planners (the job function he invented) to be the guardians of effectiveness by any means, able to mine all available data, construct their own experiments and research, and set detail measurable targets for any work that is carried out.
Instead, if we listen to the wrong end of the advertising market, its all about these mystical big ideas and all we need to do (however hard it is) is come up with one. Surely this is exactly the sort of thinking that King would have hated.
And it’s exactly the sort of simple way of thinking which I think Russell Davies identifies here. It was always about communication before, so it’s still all about communication. And that’s how we end up with all these microsites – for example – that are ‘only seen in boardrooms and award ceremonies’.
That’s why we need ‘enquiring minds’ (alongside commercial minds and creative minds of the traditional advertising partnership). There is no cookie-cutter solution to communications problems, as much as agency managers, new business people, or creative directors would like their to be, whether inside the world of advertising or not.