When I started in advertising, in my first day in the agency someone gave me an annual book and told me: take a look, this is the work our market is doing right now.

Today, looking at the Award Shows that are coming, I was wondering: what are we telling to someone who is starting now in our business? Basically, this:

-       Copywriters don’t need to write headlines anymore. Everything can be explained with a visual metaphor and a lazy concept.

-       Body copy? What is body copy?

-       99% of the art director’s work is finding a cool illustrator.

-       If you are going to do a film and you can’t do a super production, use stop motion.

-       Most clients with no budget, like NGOs and Save-The-World people, receive better work than clients that actually pay the bills of the agency.

-       Good advertising is not what the audience like, but what our friends from other agencies like.

Unfortunately, people are entering advertising much more younger and are forced to retire early. But our own critic sense took some years to be developed.

Until then, kids look at these awards as a chance to be quickly recognized in the market and, of course, play by the rules, making the advertising more ingenuous and cold.

Curiously, the opposite would be much more stronger.

Or, in other words: never trust the status quo.

- Fabio Seidl