This is the time of year when the predictions for the future of advertising are published.

Words like integration, big data, and real-time marketing are bandied about, and it all sounds horribly serious.

Yes, advertising is a business - a serious and important one, with high stakes.

But to do it well, we may actually be better off treating it as a game.

As evidence, I'm citing a sci-fi novel called Time Out Of Joint by Philip K. Dick.

The protagonist of this tale is highly skilled at an extremely serious activity - predicting where Lunar rebels will target missile attacks.

But the authorities use drugs and a stage-set to convince him that he is living in suburban America in 1959, a cosy existence where his only job is to enter a local newspaper competition called "Where Will The Little Green Man Be Next?"... which in reality, is predicting the missile strikes.

The key point for our purposes is that the protagonist is more effective at a serious job when he treats it as a game.

I firmly believe it's the same for ad Creatives.

My heart always sinks when the suits come in and explain that this is a really important project, and we mustn't screw it up. Or if the Client gives a speech about "how much is riding on this."

That kind of talk stifles creative people.

Because ironically, serious business success (in a creative business) is best achieved by treating it as a game.

"The creation of something new is not accomplished by the intellect but by the play instinct," said Carl Jung.

I love that.
 
Oh, by the way, I have a book out.

It's called 100 Ideas That Changed Advertising. Available in Australia, the UK, USA, and no doubt other countries that have internet or bookshops. Call to action: buy it now!


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