Andrew Teman has quit his advertising day job with Hill Holliday, where he was VP social strategy, after Oreo’s infamous Super Bowl blackout tweet won several Cannes Lions. Teman tweeted earlier this year that he would “quite advertising and the internet” if Oreo won for its well-timed ad.
Following through on that promise, kind of, he recently wrote a blog explaining why he has decided to set up shop for himself rather than deal the bureaucracy that comes with working for an agency that is part of a massive holding company. “I have no axe to grind with Oreo,” he says“My anger and disappointment is actually with the ad industry, that’s holding this up as something revolutionary. Something that deserves the grandest of advertising awards.“But the joke’s on us. “Because in bestowing this award on this piece of work, we’re actually exposing a really sad truth. That the advertising industry has become so top-heavy with cost and process and approvals and meetings and waste, that the idea of just making a simple image, and deploying it to a simple platform at an opportune moment, is considered at this point to be ground-breaking.“We’re so screwed, that we’re giving out awards based less on the work itself, and based mainly on the fact that someone (by all appearances) was able to dodge the bullshit and actually do something.“I promised that if the Oreo tweet won a Cannes Lion, I’d quit advertising. And now I’m going to do that. Kind of.“I’m leaving my day job, and heading off to create my own agency (with my friend and now partner Thomas), and it’s going to be called Heart.”360i, Oreo, and the 13 ad executives involved in the Oreo tweet won awards for that one tweet, including Clio and the prestigious Cannes Lions awards, putting ‘real-time’ advertising at the top of brands agendas. Teman's move comes at a particularly poignant time, as the Publicis/Omnicom merger sparks increased speculation on wither creatives will want to work for what will be the largest advertising group in the world, or if they will choose to set up independently.
If that Oreo tweet wins a Cannes Lion, I am going to quit advertising and the internet.— Andrew Teman (@andrewteman) June 14, 2013