Some weeks ago this site published some nice articles about the lack of passion and involvement of some professionals in this industry with the advertising or even, any other kind of creativity.

If you missed them, please look later for “Do You Really Care” by TJ Bennet, “I Just Don’t Like It” by Craig Crawford or even the “It could be worse” by…well, by myself. There some fine insights in the comments below them too.

Ok, you are not going to read it right now. So, basically they broach the problem that many people don’t really care about this job, or they just don’t like it.

And they left a question above us: how to engage this people? How to stimulate them? How to show them this job can be fun, deeper, interesting, different, so they would (at least let us) live a happier life?

I guess maybe we should question ourselves.

Because communication changed and many agencies didn’t. Maybe we didn’t too.

People are still working like in the 60’s when the creative teams structure were invented.

And there are so many things – and ideas – out there, not far from the copywriter/art director’s little world. Media executives are still buying media instead of creating things. Accounts are still treating the clients like an account – in the bank’s meaning of the world. Some agency producers are still passively producing things.

Departments are more isolated than ever, now that we can talk with our colleagues without not even looking to their faces, using the iChat or email, even if they are a couple of desks behind you.

But I still believe, without the fear of being Quixote-esque, that we can start something our own and that there are people that like to get involved, to have fun and to discover new things.

So why not talk more, share more, show more references, present better, explaining better?

We should try something, anything, but not, of course, to change the world.

Just to approve the next campaign. That’s a start.

It can be better.

- Fabio Seidl