Justin Tindall: creative agencies are given a 'procession of buckets to fill' by media shops

Justin Tindall, the chief creative officer at M&C Saatchi, has said that media shops continue to pre-buy ad space in bulk and creative agencies are given a "procession of buckets to fill".

Tindall: 'Media is still largely bought by big clients '
Tindall: 'Media is still largely bought by big clients '

Speaking at the Media360 event in Brighton last week, Tindall explained that the role of the creative has changed, and the demands are now greater than ever. He is now a "problem solver and inventor visionary craftsman an account handler a planner a media person".

Although, he added: "The one thing that hasn’t changed significantly is we spend the majority of our time filling buckets. Media is still largely bought by big clients and we’re given a procession of buckets to fill. That’s still prevalent in creative agencies.

"A lot of what lands in our desk is pre bought spaces that need to be filled with deadlines."

The panel chaired by Claire Beale, Campaign’s global editor-in-chief, also discussed whether creativity can be democratised. Tindall disagreed, explaining that it would destroy creativity.

He said: "We've not democratised science or medicine, we shouldn't democratise creativity. Because it will be shit."

The panel also discussed the creative/media debate. Ann Wixley, creative director at OMD, agreed that the two disciplines should be working together but she thinks the spark from disagreements produces the best work.

"I quite like the tug of war," she said. "I like someone who thinks ‘this is the idea, this is how it should look’, and someone saying ‘but you can’t spend that much money’.

"So I’d like to see us around the table and arguing, the best idea wins and then we all get behind that idea."

Tim Lindsay, president of D&AD, was also on the panel. He said that the industry has a big problem in bringing in new talent.

He said: "Procurement has driven so much talent out of the industry, clients are looking for cheaper solutions and have lost sight of what the good stuff can do. You only have to look at the output."

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