Good advertising versus advertising for good. It's all about understanding what makes a Cannes Lion

This week Omnicom CEO John Wren presided over an analysts call regarding their Q3 financials. The full transcript is here.

Scroll down to the very end and the question of ad blocking rears its ugly head.

Wren's response is worth mulling.

'Ad blocking is a large question for advertising,' he said. 'Its never ben more evident than it is today that the customer is in control.

'[but]...customers will support an ads-supported content model when they understand what it is we are trying to communicate and the quality creative.

'So I tend to agree with some CMOs who are basically saying that if we focus on great work that consumers will be interested in it will pass [the ad blockers] and we will get passed the  ad blocking concerns that are in the marketplace.'

Wren is not alone in thinking that one of the answers to the current panic over the impact that ad blocking is having in the market-place can be addressed by focusing on the creative. Making ads more beautiful. And let the ad block community take out their wrath on the ugly ones.

You can find that thinking with the Guardian's latest initiatives. 'Fewer, but better ads...

Speaking at IABUKupfronts, Anna Watkins of Guardian Labs stressed the need for quality advertising. 'Consumers only pay attention to the best...'

Get back to good advertising... The sort that won you a Cannes Lion. For being beautiful. And creative. Like we once were. When we were kings.

Good advertising ...versus advertising for good. Of the sort that Cindy Gallop preached about at the Guardian's own Changing Advertising Summit in 2012.

Wherein lies a world of difference.

Go back to Gary Vaynerchuk's rant against f*cking Samsung (20.50) and the quality of the creative at work isn't the issue.

Samsung - the big brand client - was still interrupting his draft day updates on his mobile on ESPN.com.

The Samsung creative could have been a winner at Cannes. Gary Vaynerchuk didn't give a t*ss. It was in his way.

In every likelihood, he would have understood the message that Samsung was trying to communicate. He might even - if forced - have appreciated the quality of the creative. But it was still in his way. An interruption he is now technically enabled to do without.

There are other problems with seeing 'good advertising' as part of the answer to the industry's needs right now. In particular, with regard to the ad block industry for whom the line 'But it's a beautiful ad...' might cut no ice.

Good advertising costs.

Good creatives are in short supply. As are the back office wonks and quants that turn the knobs that make the programmatic magic happen. For agencies, talent is now a many-headed beast. All of whom demand payment.

Handsomely if they offer a route to a Cannes red carpet and the certainty of safe brand placement in a premium audience environment.

Go down the path of great creatives sat next to the brightest quants and its only the very biggest agencies with the very biggest clients that can deliver both.

Ever larger businesses are being priced out of the market-place. Ever more senior executives will be left to wonder what's in this ad tech game for them as they watch the Samsungs of this world corner certain audiences - but at ever spiraling costs.

Only for Gary Vaynerchuk to block them, anyway.

Good advertising may not be such a good way to go. Even if you get to roar at Cannes.