Advertising's obsession with science misguided: Keith Reinhard

More than a few senior advertising people have complained privately, and sometimes publicly, that the industry is simply not as fun as it used to be. What is your view?

Still being around the industry and with its people, I think it’s as much fun as it used to be. This industry is always about great ideas, about fun—to execute, sell ideas and receive the results from the ideas.

A few years ago, somebody told me a Thai word, ngan. Depending on the context, it means both ‘work’ and ‘party’. So, we used to say: “Let’s go ngan.” This industry is definitely still fun.

Should a new graduate join an ad agency?

They should, if they have passion for advertising, as so many people do. There is no other profession that can let you be around some of the best people and diverse individuals, and deal with words, texture, digital, picture, music, film, design, production, anthropology, psychology, etc.

Somebody asked me if the advertising industry didn’t exist, what would I have done? I said I would start advertising. It’s all about endless passion.

Do you think people today need to study marketing to work in marketing? If not, what should they study?

If they want to work with me, they don’t have to. A degree is wonderful, but people should learn everything they can to work in advertising. I remember hiring a waiter who always made me laugh when I went to the restaurant.

So, let’s go for liberal arts, a broad education, and a passionate curiosity about people, such as why they behave in the way they do, and what turns them on or off.

How big a role should data play in what you do as an advertising professional? Is it ultimately killing creativity?

There is a danger that people become so obsessed with data, as so many tools are now available. However, data and facts are not ideas. This can be a problem. We should be thankful for the tools that help us learn more about consumers, but none of that represents an idea.

What excites you about the industry today? What frustrates you?

The same thing that always excited me... the idea, such as the idea to solve business problems for clients. It endlessly fascinates me.

However, as an observer, there are few things that frustrate me in today’s industry. First, too many clients still give very specific briefs of commercials or TVCs, instead of looking at how to solve a business problem. They are not leveraging the creative power of an agency to maximise the effect.

Secondly, some clients’ lack of understanding of the true value of creativity. This problem has existed for a while now. It’s partly our fault that agencies never took the time to educate clients on the value of creativity and explain how advertising can increase the value of perception of a product.

Another thing is the obsession with the tools, instead of talent and ideas. We will work our way out of that. Advertising needs to be less obsessed with science, but to fall in love with ideas again.

Our network is all about insights and creative philosophy.

I’m also disappointed to see mass media being misused to brutalise society, instead of shaping and lifting it to a higher level. In the advertising community, we think we are allowed to say anything, even to offend people, such as by making dirty jokes. But I think that’s not lifting society; freedom also comes with constraints.

You once said that media should come first when planning an initiative. Why?

Back in 1962, I didn’t believe that, because there were only a few media options. The creative department stressed two questions: what we should say and how we should say it.

When cable came along, there was a media explosion in the '80s. We started to think when and where to say, and then it’s what and how to say. We have brought media to the front since then. Now, we should still think first when and where the client’s ad needs to be.

Are agencies putting too much emphasis on thinking over execution? Are people forgetting how to ‘do’ things?

Sometimes execution depends on context, but the first thing needs to be idea. What’s the idea to connect the brand and its consumers? How to engage with consumers? Then it’s execution, which is also critical, bringing in all the available tools, craft, emotion and understanding of consumers.

If you want crap, go to YouTube. If you want high quality work, go to professional, crafted movies that can bring a difference to your idea.

Do you believe that overall, the work being produced in Asia is innovative enough?

A couple of years ago, innovation in Singapore was world class, such as the Starhub Music Store. It didn’t rely on technology or science, but traditional ideas.

As for China, my observation is there is still experimentation going on and culture here is being quickly Westernised, which is dangerous. Works should be based on the local culture, instead of imitation.

This industry is still new in China. It remains to be seen how it’s going to evolve and create a rich cultural heritage.

Globalisation enables us to share our views, but we still need to value rich culture.

Media agencies and even PR agencies would argue that they are now in a position to compete with traditional ad agencies in terms of creative thinking. What would you say to that?

Bring it on!

Competition is good. There is no law to restrict that in advertising agencies. So, if others have better, creative ideas, bring it on. I would personally bet my money on advertising agencies.