Genetically useless expressions

Genetically useless expressions, such as "integrated communication solutions"; "integrated marketing strategy"; "branding strategy"; "experiential marketing"; and a lot of other obscure phrases, get thrown around with gay abandon. These barren words and phrases fail to translate into increased sales on a sustainable basis.

The basic role of advertising is the selling of goods and services on behalf of our clients. The building of strong brands and corporate images through media plays a vital role. The essence of an advertising agency is to create these messages and images, and purchase and use media that communicate the product message.

People within the industry tend to forget that without our clients being able to sell, there will be no budgets to do advertising in the first place. The emphasis is often on creative executions aimed at winning approval from so-called creative gurus in the form of awards. I do not have anything against awards, as long as awards translate into sales.

The industry should stop making matters complicated by confusing clients and possible new recruits (especially from the black community), using mumbo-jumbo. Our job is a simple one (at least on paper). It is called bringing about sustainable sales. The process is as follows.

People have certain perceptions about products and services. It does not matter whether those perceptions are negative or positive, as your perceptions are your reality. To change people's perceptions about your products, you have to change the way they view your products. This can only be done by giving them information about these products. Depending on how you present this information (this is where the creative part comes in), and what vehicles you use to present this information, perceptions are likely to change.

I am not purporting that changing perceptions to the extent that it results in sales is an easy job that just about anybody can do. Clearly, you need people that understand the products or services that need to be sold, understand the target market, and have the ability to come up with innovative and refreshing creative executions and delivery mechanisms to do the job. Not everybody has the ability to do this. However, let us not fool clients and potential newcomers by complicating the framework used in arriving at the creative process.

This does not serve the interest of the industry, as soon we will all be known (if not already) as "bullshitters" of the first order. People like me, and a host of others who care about the reputation of this industry, and who continue to fight hard to transform the industry, do not deserve the "bullshit" tag.

Creatives generally have a "chip on the shoulder", which shows in their attitude. I would like them to have a million chips on their shoulders. Provided, that they understand that the industry we are in is essentially about changing perceptions, which must translate into sustainable sales. They must also understand that there is a bigger societal calling. A transformed industry that mirrors the South African society, in the way it is populated and the product the industry delivers, is not just good for the goods and services we sell, but will go a long way in unifying us as South Africans and make us rise head above shoulders from the rest of the world.

My appeal is therefore a very simple one. As an industry, let us stop this notion of complicating things that are simple as it can never be good for the industry. If we raise our own consciousness as an industry and extend our sympathies to the next person, we will all win. In other words, you can only become a better person by caring for the next person - the common consumer, client, colleague or fellow South African. Confusing the next person will not make you a better person.