The
Battle For Coca-Cola
Rages On.
Ain't
Nothing Like
The Real Thing, Maybe.
I
Don't Mean To Say
I Told You So, But...
Are
Consumers Smarter
Then We Are?.
The
Four Great Myths
Of Global Branding.
Mr
Bevis Butts Heads
At Mitsubishi
The
Best Laid Plans
Of Mice And Men.
Dare
to Be Great:
The Mad Genius of "The Matrix"
Mitsubishi's
New Marketing Boss
Out Of The Frying Pan.
Concept Is Stronger Than Fact.
Value
Perception In A World
Gone Mad With "Cool"
The
Future of Advertising
The Brand
The
Future of Advertising
The Targets
The
Future of Advertising
The Grid
The
Future of Advertising
The Swarm
Technology
Making The Message
Meaningful
The Only Business That Matters Is The One You're In.
What
Ever Happened To The
Big Idea?
The Post-Advertising Era Is Here
Confessions Of A" Liar For Hire"
Good, Bad and Ugly At the Moment of Truth
A Post-Advertising "Big Idea".
The Value Of A Paying Pustomer.
Emergence Of the "Empire of One".
All customers Are Created Equal
Playing God An Other Atrocities
the
City That Spawned
The Age Of Advertising..
Fear And Self Loathing In Advertising.
The Greatest Success Metric Is Sales.
Foot In (Word Of) Mouth Disease
In the Begining, There Was The End.
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The Rise And Fall Of The Creative Class. Remember when the time was that a guy with pink spiked hair and full body tats would turn every head on any street you happened to spot him on? Remember when a gal done up in vampire chic with blood red lips and toilet white skin would cause a buzz if she walked into any restaurant from Denny's to Delmonico's? Well dudes and dudettes, those days are pretty much gone by way of Fat Sam's. History. Spikes, Goths, Drag Queens, Bikers...Ho-hum. These days we're basically talking about wardrobe options, not defining lifestyles. That gnarly on a Harley you spotted sliding up beside you astride that candy apple chopper this past Sunday was probably pulling an all-nighter crunching tax abatements at his day job at Deloitte right last night. "Creative" has become just one more frame of mind in an ever-diversifying American mindscape. |
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In this world where perception trumps reality, anybody who can afford the right haircut can become an instant "creative." Why would they want to effect such a sham? Because "creativity" is becomming a hot commodity. Even entire cities are now being rated based upon their "Creativity Index." The top-rated cities in terms of creativity are San Francisco, Austin, San Diego, Boston, Seattle, Chapel Hill, Houston, Washington, New York, Dallas and Minneapolis. Chapel Hill, North Carolina is rated more creative than New York City? |
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When are you going to wise up and do this column as a podcast. –David, B. San Diego As soon as I learn to be as boring as the rest of the podcasters .–hw |
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Well yeah. When you factor in percentage of creative workers, high tech companies, innovation criteria, diversity, etc. Chapel Hill aces the Apple. Go figure. What makes this "Creativity Index" so important? Well, it seems that places that succeed in attracting and retaining creative people are prospering. And those that don't... don't. Cities that got themselves stuck in the old paradigms of economic development, like Buffalo, New Orleans, and Louisville struggled in the 1980s and 1990s to become the next "Silicon Somewhere." They built their generic high-tech office parks or subsidized their professional sports teams for millions of dollars. Yet they still wound up losing members of their creative class, and their economic edge, to places like Austin, Boston, Washington, D.C. and Seattle---places more tolerant, diverse, and open to creativity. The core of the real creative class has grown from artists and muscians who were barely a blip on the economic scale to now include scientists and engineers, university professors, poets and novelists, entertainers, actors, designers, and architects, as well as the "thought leadership" of modern society: nonfiction writers, editors, cultural figures, think-tank researchers, analysts, and other opinion-makers. Economic superchargers who can shape and define entire billion dollar industries in the space of a decade. No wonder cities are tracking these once marginal members of society. And no wonder the business community is spending more time and money trying to figure out where these folks can be the most content. Because where they are, the money is sure to follow. At one point Madison Avenue used to be a mecca for the Creative Class. Those days are long gone. Which may be another reason New York ranks below Chapel Hill as a creative enclave. Certainly nobody on Madison Avenew has been concerned about the care and feeding of advertising creatives in the past 20 years. And their work product shows it. Maybe that is why the most creative work in our business is done in cities like Miami, Austin and San Francisco. Maybe that was why we decided to open GASP in a city like Long Beach. It's good to know that somebody somewhere is starting to understand the value of a few guys (or gals) with a good idea. Who knows where this kind of thinking can lead. Stay tuned.
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