Friday, November 16, 2018

2018 Mid Year Report Card - Joe Johnson

1) What trends, developments or issues would you point to thus far in 2018 as being most significant, perhaps carrying implications for the rest of the year and beyond?

2) What work (advertising or entertainment)—your own or others—struck a responsive chord with you and/or was the most effective strategically and/or creatively? Does any work stand out to you in terms of meshing advertising and entertainment?

3) Though gazing into the crystal ball is a tricky proposition, we nonetheless ask you for any forecast you have relative to the creative and/or business climate for the second half of 2018 and beyond.

4) What do recent honors on the awards show circuit (Cannes Lions, AICP Show/Next Awards, AICE winners or Emmy nominations) tell us in terms of creative and/or strategic themes and trends in the industry at large?

5) What new technology, equipment or software will you be investing in later this year or next year for your company or yourself personally, and why? Or, tell us about what new technology investment you’ve made this year and why it was a good decision—or not?

6) What efforts are you making to increase diversity and inclusion in terms of women and ethnic minority filmmakers? How do you go about mentoring new talent?

Joe Johnson
Executive Creative Director
Publicis New York

1) There has been pressure for several years to reduce both agency fees and production costs, but this year that pressure increased exponentially.

My concern is that talented young people are leaving the business because they see no future for them. Why stay in a business that’s down sizing in a booming economy?

That said, I suspect this is the year the industry finally hits bottom.

Because we just can’t cut anymore.

Which makes me oddly optimistic that on the other side is a brighter future.

Because advertising really works, and great advertising sells way more product than average advertising.

And that is valuable.

2) I am a big fan of the Project Revoice work that won the Grand Prix at Cannes.

Like all great work, it’s wonderfully simple.

And I loved that it used technology to enable something so deeply human.

Its also an excellent example of the craft of storytelling in film.

I cried like a baby.

3) Like everything else in this world, I think Trump is the big wild card to the business climate

He may ruin the economy with tariffs, or we may be in a constitutional crisis, or even at war.

But one way or another, it feels like we are heading into a recession sooner rather than later.

Why are you asking an art major for buisness forecasts?

4) I love that awards shows are devoting increased attention to making the world a better place with the creation of awards like the Glass Lion and D&AD Impact, etc.

But I’m even more interested in solving the problems within our own industry.

Organizations like Free the Bid and Time’s Up Advertising are way overdue.

I think real change is finally coming.

5) I’m in the market for an old school camera.

I love my iPhone camera and use it constantly.

But at the same time, its made me lazy.

I want to re-experience the craft of photography and not rely on Instagram filters to save my ass.

6) Publicis is completely on board with Free the Bid and I personally believe it will make a huge difference.

We recently completed a project for Always called Period Poverty where the entire production was done with a 98% female crew, and it was an amazing experience for all.

But as an industry we continue to fail in hiring and nurturing minority talent.

We absolutley have to do better.

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