Colenso BBDO has decided to go against the grain and put the title of its newest creative director, Max McKeon, up for debate by adopting whatever title StopPress readers choose.
Anything obscene will need to be made palatable for clients (while options like Boaty Mcboatface and Gritsy Bitsy Teeny Weeny Yellow Anti-Slip Machiney and David Plowie are probably out as well).
However, the agency is adamant it will try and stay as close to the decided suggestion as possible.
McKeon is originally from Sydney and previously of Publicis Mojo and The Monkeys, coming to Colenso BBDO from Saatchi & Saatchi New York.
He was an associate creative director and copywriter on the Cannes 2018 Grand Prix Lion winner “It’s a Tide Ad” Tide Super Bowl campaign, as well as the gold-winning “C21: The Restaurant that Changed a Law.”
Recent awards include a D&AD black pencil and Titanium Cannes Lion.
Levi Slavin, “universal globe group executive president creative director”, says a title is not what gets you respect in advertising.
“It’s your ideas. And being firm believers in the notion that great ideas can come from anywhere in the agency, we thought we’d break with what is quickly becoming a stupid standard in the industry.”
Dan Wright, “executive creative deity”, says the agency is hoping the “eternally-polite, kind-hearted folk of StopPress’ comment section" will help with a few title options for our newest creative director.
Colenso’s choice to use the StopPress comment section comes at a time when comment sections on industry websites are up for discussion.
In April, the Board of the Commercial Communications Council sent a letter to its members in which it wrote that the evaluation of work—both positive and critiques—is central to the industry.
However, the letter also pointed out there was a type of critique that is counter-productive.
“Specifically, the anonymous comments that appear on industry websites. Too often, these comments are highly derogatory and inappropriate.
"As a Board and as the leaders of individual agencies, we believe this behaviour damages our industry and belittles the work we do in the eyes of our clients and those who have put many hours into bringing their ideas to life.”
Having comment sections descend into bickering or offensive language hasn't just been seen in this industry, and many publishers, like RNZ have removed comment sections entirely. StopPress has chosen to continue on with its comments but does moderate them and removes those it deems to be personal attacks (see the rules below).
So when considering a new title for McKeon, don't abuse anyone or use sweary words, don't break the law, don't resort to name-calling or mean-spiritedness and don't pretend to be someone else.
Time to put your thinking caps on.