ADVERTISING:THE LAST REFUGE OF THE TALENTLESS

In the litany of woes that mainstream, above-the-line advertising faces, a recurring moan reads "we dont get talented people into the industry anymore". Most admen, with their feet firmly planted in the air, beleive there is a solution. Palani Pillai, a star of the Singapore Ad circuit says "...as you can see, the problem is easy...." No Prizes for guessing. Mr. Pillai's solution is well.....to advertise! Why Advertise? Well, we have good relationships with Media Owners, so we can get free airtime, thats why ! Advertise, and we can change the world, and behold, ye shall have the rocket scientists at the gate, beseeching us to ferry artworks to our clients, ingratiating smile in tow.

The true answer is that there is no solution. Lets see why:

1. The results of advertising cannot be quantified. Hence the value seen by the client is subjective, erring on the side of Peanuts. Pay Peanuts, get monkeys.

2. On the same point above, agency thought cannot be protected, or patented. So Agencies give away the thought for free, and then get paid for the leg-work. The compensation for leg-work is again peanuts.

3. Even if the agency isnt paid peanuts, it pays peanuts to its staff. The bulk of the money is taken by the old farts, and the crumbs are handed over to the newbies who do the best they can. In my ex-company, strategy presentations were made by 20 somethings who had neither the training nor the experience to do so.

4. There is already so much mediocrity around, that any bright entrant will become mediocre sooner or later. Abandon hope all ye who enter here!

On the bright side, advertising is the last refuge of the talentless, the good-for-nothing, and the unskilled. Unemployable? Knock on advertising's doors. It may be your best chance.