Objective number 9.

When Wieden & Kennedy put up their list of 10 objectives for 2007 at the start of the year, it was objective number 9 that caught my eye. Objective number 9 was the one that pleased me the most and the one I wanted them to succeed on. This is it:

“Create our own content and start to create new models for making money from our own content.”

Because of their success and growth in 2007 they’ve had to put it on the back burner, which is a shame. From the review of these objects you get the sense that they wanted to make a real go of it too and that it hurts a little that it’s been so hard to start.

It’s a shame because the stuff that lands in a Wieden & Kennedy bin is probably a thousand times more interesting than anything you would find on the television, on the radio, in a book, a magazine on the Internet today and I can think of at least four other agencies that I could say the same of. What comes out of objective number 9 could be anything and that’s what makes it so exciting.

For me, Objective number 9 could very well be the future for an industry which is, slowly but surely, starting to buckle under the weight of its own nonsense but still hasn’t found a way to deal with the day-to-day business of flogging communications, winning whopping accounts and doing what the really should be doing; which should be objective number 9.

Let’s hope W+K get there.

About this entry

You’re currently reading “Objective number 9.,” an entry on The Ides of March

Published:
8.13.07 / 9am
Category:
Blog
Tags: