Creative agencies, avoid the gimmicks and get to action in the next four years
This past election season, we saw agencies work their creative magic to voice their displeasure/concern/anger over one specific candidate. They were quick-hit campaigns meant to get people to think about where they cast their votes. The Trump jabs that came out were interesting, fun, funny and compelling all at the same time. Trouble is, they didn’t do a lick of difference, apparently.
Women's March on Washington / Wikimedia
Let me be clear. I like it when Jeff Goodby and Rich Silverstein get angry. I thought that Wieden+Kennedy’s Trump sandwich stunt was great. Getting all “bigly,” an effort from Hill Holliday, was quite funny.
Post-election, the hits keep coming. “Swear Him In.” “The Pumpkin and the Pantsuit” (both of which are donating proceeds to worthy causes, the ACLU and the Children’s Defense Fund respectively). Both are interesting, show great creativity and, for those of us in the echo chamber that is advertising and marketing, make us applaud. The hope is that these pro-bono or mini-campaigns can push the needle ahead but, if past results are any indication, they may fall on deaf ears or be too “micro” in nature.
The fact is, Donald Trump wasn’t just playing chicken with us. He intended to keep his promises to those who elected him, no matter how misguided those promises are. And those agencies that spoke out with their creative voices had not only the right to do so, but put some great work into their efforts. They just didn’t have enough of an impact beyond being clever. The real question now is, since we’re into Trump Administration 1.0, what should agencies be using their talents for during the next four years?
Campaign with purpose
To me, the best use of an agency’s talent is what they’re here to do in the first place: solve problems.
The American people are now the client. Protecting freedom and democracy, things that are legitimately under siege as Trump and his team do the political equivalent of Walmart, rolling back many of the things generations worked so hard to achieve, is the brief.
Traditionally, the juniors get the pro-bono stuff to stretch their wings a bit. Sure, senior leaders dipped their toes in the water this time around, but now is the time to gather every bit of talent possible to make a significant impact if, in fact, agencies and agency leaders do wish to impact change. Yes, paying clients, of course, need to be taken care of — but there appears to be a hell of a lot more at stake than we realize.
Some big brands have progressive agendas and it’s not a bad idea to see how they can jump in on this and get outside their own audience echo chambers to do what is right for the American people. Starbucks is pledging to hire 10,000 refugees in response to Trump's ban. Nike's Mark Parker is putting his flag in the ground in support of Mo Farah. This is only the beginning.
In theory, we should be able to rally to make a difference and senior leaders in agencies and holding companies need to support these efforts.
From here onward, if an agency wishes to make a statement or take a stand, it can’t be the top-down approach. It can’t just be a clever gimmick. It has to be focused on who will actually make the change: the citizens of the United States. The reward for this is not a heavy, painted animal given in the south of France, but rather significant change. I think it’s safe to say that anyone would like to share a case study about how they protected the true “American Way.”
Change should be more than just clever
The time for vanity projects is over. It’s clear that people like us in the media are persona non grata to those in charge of our country. It’s partly up to you now, agencies, to get to the people who matter — every person in the US that feels threatened (and there are plenty on that list) or wants to hold this administration to account.
So where should these efforts be pointed? What’s the endgame?
A noble effort would be to consistently coach and teach the American people how to engage their politicians and organizations that will keep those in charge in check. Tell them, specifically, how to effectively communicate with elected representatives. Show them how they can work with influential organizations that are pushing the agendas they believe in — more than just telling them to donate or “get involved.”
It’s all well and good to say “call and email your representatives,” but what will make a real difference is actually giving citizens the tools to do so in a way that removes the barriers or gets around the noise. If current form is any indication — and the offices of Senators Wyden and Murray from my little corner of the world bear witness at the moment — the phones are ringing off the hook and email boxes are flooded. That’s good news to be sure, but it’s simply one step.
What about those trying to get through who may give up? What about those who read about the onslaught and don’t bother reaching out or participating in the first place?
Better yet, learn the most effective paths to direct action and pass that wisdom on to the masses. People need to be pushed to mobilize in a way that makes it easy, and agencies can be the perfect engine for that.
Agencies could engage with politicians, organizations and movements. The ACLU and Southern Poverty Law Center are good places to start, for example — but there are plenty more you can work with. Discover what will be meaningful to them and, by extension, the American people. Find out what they need to help communicate their agendas — then get working. Each of these offices and organizations have their own comms teams and plans, of course, but a well-placed olive branch might not hurt the cause.
For those of you who are already working with people and organizations, keep at it and ask how you can do more. Same goes for things like the Women’s March on Washington and various marches and protests around the country this past weekend. That message and the intended action need to stay on track. There are plenty of talented people and agencies who have already dedicated themselves to this — now is not the time to stop.
Trump is doubling down on plenty of his campaign promises and issuing executive orders at a pace never seen before. Some may not see the light of day, others will be challenged — yet a good number of them will squeak through. Don’t stop doubling down on what you and/or your agency believe in.
Oh, and you have to keep it super-simple, yet effective. You also have to ensure that you’re reaching as wide a population base as possible. That means you may have to get traditional from time to time and not do this in a digital vacuum. That awesome stunt you pulled last year might need to be different — and little more serious this time because this shit is real now. Laugh all you want at Shia LeBeouf, smirk at Michael Moore — but at least they’re thinking about doing something. It’s not about just awareness at this point; it’s 100% about action.
Civil liberties. Net neutrality. Immigration. Torture. The list goes on and on. Go ahead and pick one (or many) of these issues and legitimately dig in these next four years.
We’ll keep hammering on, though the Trump administration will keep trying to put muzzles on us. But, by doing your part, in four years, hopefully you will have done work that makes a difference and ensures that the American way of life doesn't go the way of the dodo.
A fancy statue gathering dust on a shelf a revolution does not make.
Action does.
Now is not the time for chasing an award. Now is the time to chase the reward of freedom, something that we cannot take for granted any longer.