History: learn it - or become it.
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Those in the creative industries are obsessed with the new. I saw it during my years running ad agencies, and in recent years, this focus on the future has become even more pronounced among creative entrepreneurs. It’s little wonder: the pace of communication has sped up. So too has the rate at which new tech tools enter the market. I meet designers, strategists, art directors and writers who are in the grip of a mania to do with the next cultural shift, or the incoming wave of AI. Not identifying or adopting these things quickly enough is fatal – or so it seems.
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A preoccupation with new is fundamentally important for creatives. At BBH we used to spurn the idea that we might only be as good as our last campaign. No: we were only as good as our next one. But in all this relentless effort to forge forwards, and to help clients create a prosperous future for themselves, I always felt like it was crucial to have a knowledge of creative history. Because without an idea of your past, the future is utterly incomprehensible. I encouraged creatives to study the greats. For instance, the punch and persuasion contained in the work of Doyle Dane Bernbach in the US. And the irreverent humour in much of the material by Collet Dickenson Pearce in the UK.
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Today when I talk to audiences of people in advertising, I do a straw poll. How many of you, I ask, have sat down, and watched every Cannes Grand Prix winner? If it’s a big crowd you might get three hands shoot into the air. Now, viewing every ad in that category takes about an hour and a half. Why haven’t they bothered? Because our industry – and, I would argue our civilisation – regularly overlooks the value associated with understanding history. Those who do, have an edge on those who don’t. I had a great history teacher at school. The first phrase he said to us when he entered the classroom was simple. “I’m here to teach you history. History isn’t about the past, it’s about the future.”
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Founder of Superconnector Studios, Board Chair of Effie Worldwide
15 小时前YES, as regards human history, art history, history of the universe (aka science). AND, a word or three for those "creatives" who get a brief and head straight to the award show sites to look for ideas: NO, NO, NO! Be inspired by the world before you and around you; steer clear of derivative advertising. I'm not saying don't be aware of your peers' and competition's and predecessors' best work. Be very aware. Study it in the absence of that brief you just got. But don't copy it!
Senior Commercial Accountant, TBWA
2 天前History doesn’t always repeat itself but it rhymes!
Research Director at Walnut Unlimited, part of Accenture's Song
2 天前John I always recall my parents telling me that the past foretells the future and it's something that permeated through my very Indian upbringing. With the benefit of hindsight, we can use the past to liberate the future rather than constrain it.
? Looking To Be A Chivalric World Leader? I Can Help You Get There ? The Top Gun Of Leadership ? Nearly Half A Century Of Experience In Three Unique Fields->Military-Biz-Civilian ? Creator Of The 98-1-1 Rule ?
5 天前Those who do not learn the LESSONS of history are doomed to repeat them... and... History doesn't repeat, but it sure rhymes!
Creative Partner at Smith&Baboon - building and amplifying brands
6 天前This is very important. Im based in Poland, a country which suffered a lot through history. How people behave can be rooted in their history. Here, mass media is often seen with scepticism and suspicion. This is not to say we shouldn't use certain media, it means we need to choose what we say and how we say it carefully, keeping in mind the culture in context. Kudos to Allen Thornburgh for - "It's also true that studying world history (not just industry/creative history) improves one's understanding of human nature." - this is exactly it.