McCann’s Campopiano on Advertising in a ‘Post-Truth Moment’

We will’t reside in a world the place artistic individuals disappear for 2 weeks and are available again with a ‘ta-da’ second. The artistic course of must be extra open and visual, as a result of every little thing we’re doing might be affected by different issues occurring within the firm, the trade, the world. 

You trace at a pattern I’ve observed –the promoting trade appear to be having a disaster of confidence. What do you say to these missing confidence? 

There’s a confidence disaster for positive. A part of it’s as a result of we really feel we’re in financial disaster mode continuously. And every little thing [in the changing media landscape] makes it appear to be promoting is on the verge of disappearing. However I don’t suppose so. 

What we do as an trade is a novel craft. It’s a creation of those worlds the place manufacturers can join with individuals in a method that’s significant and enduring. It’s not as simple as simply making a humorous video. The necessity for the kind of pondering that promoting can present is larger than ever. 

What items of creativity exterior of promoting are you into proper now?

I not too long ago rewatched [the BBC’s 2020 series] I Might Destroy You with my daughter. It’s in all probability essentially the most disruptive piece of content material I’ve seen in a very long time. 

I began enjoying video video games for the primary time in my life due to my daughter. I’m late to the sport, in fact, but it surely’s an area the place I discover good storytelling. 

I’m additionally trying ahead to the second season of [Apple TV series] Severance. I used to be writing one thing just like that. The best way it depicts the world of labor and analyzing that may very well be helpful for our trade.