Confessions of an advertiser - Bram de Rooij
30. August 2010
Interview with Bram de Rooij, Creative Director, Euro RSCG 4D Amsterdam, The Netherlands and president of interactive jury, is the third in the series of Skype interviews we're doing on Drummers. Watch the video and see what Bram has to say. For those who want to know what Bram will look for when judging this year`s interactive works, read the interview he did for Golden Drum press.
Interview with Bram de Rooij:
How will you judge the works? What are you looking for in it? What is your criteria for a good internet campaign? And how would you define a bad internet campaign?
Does it manage to keep my attention? Then it’s a nomination.
Does it make me jealous? Then it’s worth an award.
Advertising is obviously changing fast lately (thanks to you, guys) or as we say, it is under reconstruction. Into what? And how will it look like in the next five (10, 20) years?
I believe advertising is going back to it’s roots: make sure you have a nice story to tell about yourself and make that relevant to others. That’s how advertising has been throughout mankind. It’s just that for the last 80 years mass-media have made it too easy to just tell anything. And that little anomaly in communications is disappearing.
Why is there so little awarded (creative) advertising seen in everyday life? And why all we see is sales-promotion, no-brand-building, pushy-brainwashing? Or do I have a wrong opinion?
Advertising lacks balls. We often make advertising that looks like other advertising – for no other reason than that’s what we think advertising looks like. (That applies to some of the awarded campaigns as well.)
