Ahead of The Drum's December issue we've been quizzing industry luminaries, including judges for The Drum Advertising Awards, about what they love about advertising – and why the word shouldn't be considered a badge of shame.
Here, we talk to Maya Bogle, co-founder of Talenthouse.
What ad made you realise this was the industry for you?
The Guardian’s advertising, which was looking at things from a different point of view. Where you saw the skinhead running towards what you thought was going to being mugging someone on the street and then you turned around and he was going to save someone from having bricks landing on their head. It was an incredible demonstration of great work which makes you think differently. The whole point of that campaign was looking at things from a different point of view
What ad that you’ve been involved in that most exemplifies the power of good advertising?
This is quite an old campaign that I love – Benetton ‘United Colors’. That really helped, not just from a fashion brand point of view to get people into stores but really help them think about how the world was literally filled with different shapes, colours and sizes, and it was a very progressive piece advertising. This was several decades ago and before the LGBTQ+, gender diversity or race issues, and this campaign was a brilliant example how a brand could look at unifying the world.
How do you explain what you do to a taxi driver, a hairdresser etc?
I work in the business of working helping brands build beautiful marketing communications by connecting them to a global community of creatives who want to work with those brand partners and helping them shape their marketing communications.
And what is your message to anyone who considers advertising a dirty word?
The word itself isn't dirty, but I think there is a lot of consumer mistrust around advertising; a lot of rejection of interruption forms of advertising. Anyone who wants to join our industry, the craft of great advertising is about the work. Some of that has been overlooked with the obsession of the industry with adtech. It's brilliant when you've got a data layer on top, but for me great advertising is about the work that has the ability to change the way people feel about each other, change the way they feel about brands, change how people feel about popular culture. As an industry we should be enormously proud of it, because we can do a huge amount of good with it.
The finalists for The Drum Advertising Awards have already been announced - so get your tickets here. To coincide with the awards, the December issue of The Drum magazine will be dedicated to debunking the idea that ‘advertising’ is a dirty word. If you’re not already a subscriber to The Drum, you can sign up here.