The Drum Awards Festival - Official Deadline

-d -h -min -sec

Advertising Culture Client Relationships

Giants & Titans unveils new campaign to show the 'ugly' side of advertising that needs to be scrapped

By Olivia Atkins, Branded Content Writer

July 30, 2019 | 2 min read

Creative agency Giants & Titans has released a Dark Arts campaign, which showcases the worst side of agency culture.

Emphasising the excesses found in the advertising industry, Dark Arts reveals eight agency archetypes that should be banned and consigned to history.

There are eight characters who represent various agency personalities, brough to life across a series of short videos and truth cards, not too dissimilar from tarot cards.

The Dinosaur thinks that social media shouldn't be available to B2B brands; while the Tech Jailer is on a mission to lock clients into proprietary platforms, for a hefty fee; and the Beard Stroker takes six weeks to develop an A5 postcard.

Other characters include the Money Grabber, the Jargonnator, the Social Animal, the Taxi Driver and the Sergeant Major.

The campaign was developed by Giants & Titans founders Paul Brookes, Dave Reed and Gray Dudek, combining their 20 years’ worth of agency and client experience to create these personas.

Gray said: “In a fast-moving senior role you need an agency that can keep up with the pace and you can trust. If you have people onboard practicing the Dark Arts we are calling time on then it doesn’t matter how clever the marketing strategy might be, the relationship is doomed to fail.”

“We created the Dark Arts to shine a spotlight on these traits. As a marketing professional if you find that you're coming across some of the personality traits we’ve profiled in the Dark Arts, make a change.”

Click here to view the full eight Dark Arts personas.

Advertising Culture Client Relationships

Content created with:

Giants & Titans

A creative agency of thinkers & makers

Find out more

More from Advertising

View all


Industry insights

View all
Add your own content +