“Stop becoming advertising people and become hackers” – Gareth Kay, Chief Strategy Officer at Goodby Silverstein & Partners
At 3:37 is when Gareth talks about agencies becoming more hacker-like –
At Cannes Lions 2013, Gareth Kay, Chief Strategy Officer at Goodby Silverstein & Partners, warns that the current state of the advertising industry is uncreative, falling behind culture, and heading towards stagnation. Instead, he argues that the idea of “hacking” is key for the industry to thrive and demands that people cultivate a healthy disregard for advertising.
Facebook is an advertising company, started by a hacker. Apple was started, by hackers. Companies have hack days, the White house has a hack day. Brands love it when people hack, mod and share their products (well, usually – the smart ones do). It will be interesting to see if and how ad agencies convince their clients (and themselves) to celebrate hacking in its many forms.