Modern advertising as we know it isn’t quite dead yet, but as media strategist Francis Anderson, puts it, “…it is certainly coughing up blood.” Contributing to its slow demise, Mr. Anderson serves in one of the less common, or spoken of, positions in the advertising industry. Basically, he is providing the industry with solutions for dealing with the impending death of the 30-second spot, along with the advent of the On Demand/Ipod/Gen-Y Generation. He acts as a coordinator between the client and creatives to establish the right strategy and media mix to serve a product to the public.
Hailing from the United Kingdom, the “Hollywood of Advertising,” Anderson always wanted to work in a creative field, but ended up in law school, which led to a very unfulfilling six years speaking legalese. However, happening upon a position at an agency that provided free lunch, Anderson was like, “Hey! I’ll give this a shot!” He later moved up to being a strategist.
When he came to the states to work for TBWA/Chiat/Day, Anderson brought his unique European sensibilities to advertising. “America is much better at business,” says Anderson. “But the British are better at the creative. He chalks this up to the bigger budgets US businesses have, which are accompanied by bigger demands and expectations, which often lead to formulaic approaches to marketing and advertising. “I’m supposed to meet creative directors for meetings on their product, and they’ll tell me, ‘Oh, we do print, that’s it, etc.,’ end of meeting.” On the other hand, in the European climate, there is more willingness for experimentation due to tighter budgets.
Thankfully, with the advent of revolutionary advertising tactics from agencies in the US trying new “viral” types of advertising, Anderson has found his job much easier. “I can thank Crispin + Porter a lot for it,” he says, referencing the success of their “Submissive Chicken” website for Burger King. Some other agencies he mentions as contributing to the innovations in the industry are Tomato and Ethos.
One thing, however, Anderson is quick to mention is that there is no exact fit for new forms of advertising. The advertising must be honest and true to the product or service. “You can’t talk your way out of something you’ve acted your way into,” is Anderson’s way of putting it. He refers to Tyco, which tried to pass itself off as a “good company,” when it was not. There isn’t a specified formula for these new forms that are born from the value of the product or service. Fortunately, Anderson understands that part of his job is the re-education of companies in their approach to marketing and advertising. Which is exactly what he plans to do, starting his own “solutionist” firm, helping businesses find new answers to their problems, and aiding them in their adjustment to the new age of advertising.
Anderson’s path to the advertising, or what he says is becoming a “solutions,” industry is not the usual route, but it has served him lucratively. He has an impressive reputation and clients are lining up.
Portfolio Center students share a strong desire to communicate ideas, the willingness to let go of preconceived notions, and the compulsion to learn new ways of thinking. These qualities are fostered by the school’s constant stream of industry bigwigs, who bring their varied and colorful perspectives from all over the country. These creatives, who are always generous with their time and energy, tend to hang out with students, conducting informal workshops and continuing the day’s discussions over dinner. Often, what results are provocative interviews—written, shot, and designed by PC students.
