Tuesday, December 21, 2010

Is the “Star” factor blitzing our Adbiz too?

FCB Ulka’s Executive Director and CEO Arvind Wable, ends this debate with his typical objectivity. According to him, at the end of the day, it has to be about each agency’s individual style of presenting themselves – or wanting to be perceived. In other words, whether you have a Hollywood star in your camp works out whether you can use him or her. And if you don’t have a star, then you really have only teamwork to talk about. But the creativity has to be there, always. Advertising is a creative-driven calling and there will always be a temptation to identify, spotlight and celebrate Prima-Donna. It’s a natural human want and has only to do with profiling; if the profiling works for your organisation, then what’s the whole issue about it? What gives? On an objective, detached, dispassionate and coldly professional note, Personality Cult can indeed be a dangerous game to play. It suggests total dependence on your high-voltage, dazzling, high-profile, maverick star. Should he quit, fail to perform, or go off the media’s radar – it could be burial time! However, in a world that is bursting with politically-correct mediocrity, and boring ordinariness, these colourful, irreverent, flashy, frank and fearless, larger-than-life live wires provide that magical breath of fresh air along with excitement, surprise and delight.

Are we forgetting here? The American democracy has had one face to represent since it found its first President in George Washington in April 30, 1789. [How many times have you even bothered to find out who the first Vice-President was?] The practice of having one face to lead your organisation has been in practice for the past 220 years – enough time to testify that One organisation, one firm is never a bad idea. Similarly, in adland, considering you have hired hardworking and creative individuals, there is no harm in ensuring that one face gets your counter machine ticking. Anything wrong with that?!


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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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