STYLE v DESIGN
What can we learn from the past?
It’s gone so it can’t be any good.
It must be 10, 15, even (gosh) 20 years ago.
How can it be of any use at all?
Our business is obsessed with the new.
It can’t distinguish between change and improvement.
New = Good. Old = Bad.
So everything new is automatically better than everything old?
Well let’s see if that’s true.
New is just the ground claimed by people who aren’t good enough to win by being better.
New is just a justification for dull being done in a different way.
So what can anyone learn from the past?
These people don’t just compete with whatever level of talent is around at present.
They compete with, and learn from, the best there’s ever been.
When did you last meet an advertising student who’d even heard of Bill Bernbach?
What makes our business more trivial than any other form of creativity is that we aren’t trying to build on what went before.
We’re just anxious to get to the latest technological gimmick before anyone else.
I think this attitude cheapens what we do.
We confuse being first with creativity.
We confuse ‘new’ with ‘better’.
Isaac Newton said, “If I have done anything it is by standing on the shoulders of giants.”
Newton’s dead, he can’t be any good.