SCA 3.0 by @NicholasKugge
By Nicholas Kugge
Isn’t it weird the advertising industry doesn’t know how to sell itself?
In this business we all need to demonstrate our creativity and identity. Recently, as I was looking at some
agencies’ websites, I was stuck at how similar they all looked. Every sites looks and sounds the same. It’s
a combination of “integrated ideas”, “disruptive strategies” and “key innovations” page after page. I
understand we should judge agencies on their work and that potential clients might not search for an
agency by googling “London top 10 agencies”. However, agencies should realize they need to
communicate about themselves not only to prospective clients but also to the public. And I believe there
are two reasons for that.
First, the majority of people have a negative perception of advertising. But they don’t really know what
advertising is – sorry Don I think it’s not quite like that anymore. Hence, instead of leaving people –
which are also our customers – make their own assumptions, why can’t we talk about the great things
advertising has done? There are some incredible ideas out there benefiting to the consumers. My point
is we can temper this “hostility” towards advertising and ultimately brands, leading to higher customer
trust and engagement.
The other reason to explain what advertising is really about is education. Advertising should not only be
a career you fall into by chance. Back in high school I do remember the doctors, the lawyers’
representatives; even the army recruiters came at the career fairs. But I don’t remember anyone from
the advertising industry. How come an industry which accounts for billions of pounds doesn’t have more
schools representative of what we really do? And maybe that’s one of the reasons why there is so much
s–t advertising. Before entering SCA, when I was still working in an agency I remember how difficult it
was to find a proper course. There are few of them but there are even fewer which seem relevant. There
should be more schools like SCA. And perhaps, the next step is not only to have junior creatives solve live
briefs but also have them interact with junior accounts, like in an agency.
Ironically, one of the reasons which convinced me to apply to the SCA was their website, which stood out
from regular schools and looked exactly like an agency website.