Is a locust plague of mediocrity killing off great work, or is it merely blocking our view?
There’s a lot of rubbish out there.
I’m sure you’ve seen it – the amateurish Photoshop ads, the desperate blogs that scream ‘read me’ without any actual marketing value, the thousands of tweets scrolling down your phone pimping links to badly-designed websites.
So it’s no surprise that during a new business meeting recently, a potential client asked me: “Is the standard of creativity falling in the UK?” It was the same question a friend asked when we were discussing last year’s Direct Marketing Awards entries.
In our industry, it’s worrying when you hear this, particularly when you know just how good things can be.