It’s an event that splits opinion between those on both sides of the advertising industry. 

Some see it as a chance to flex creative muscle to a global audience, whilst others consider it an expensive and extended ceremony of pomp. 

But regardless of opinion; one thing that can be agreed is that it certainly creates a talking point. And perhaps the sharpest point to pique the zeitgeist was delivered by a relatively unknown (or at least they were relatively unknown) crypto company, Coinbase. 

Sometimes the simplest ideas are the best and so it proved again. 

Remember the little icon that used to bounce around your TV screen when you plugged your DVD player in but weren’t actually playing a movie? (Remember DVDs?!) Well, it was based on that. Only substitute that icon you’re imaging for a QR code, ironically another form of technology that had seemed to be reaching its expiry date before Covid restrictions gave it a new lease of life. 

When scanned the advert took you to the website of the aforementioned Coinbase.

Why did that ad work? Because it harnessed that feeling of familiarity and mixed it with a healthy dose of FOMO. 

Not to mention the concept is something that has already broken through into mainstream pop culture.

But this isn’t about great advertising, unfortunately. Basking in the glory of a successful campaign, the Coinbase CEO took to Twitter to explain how he and his team had come up with the idea and give them some kudos. 

What a great boss, right? Wrong! Or at least kind of wrong…

Cue Martin Agency CEO, Kristen Cavallo, who was ready to rebuff these claims and, if not offer definitive proof, at least nod to the existence of it…

Anyone who has worked in an agency before will understand the true value of creative. It can be hard to come across but even harder to quantify, particularly in terms of monetary value. 

Struggling to prove creative worth to a client: it’s an age old tale. 

It’s important not to tar everyone with the same brush here. Some clients fully understand, appreciate and pay for good creative. 

But there’s always those who think they can engage an agency, steal an idea and call it their own. Because there’s nothing tangible about an idea, the act of not paying for it seems completely alien to some. It certainly doesn’t feel like stealing.

Even some agencies struggle with the concept of creative ownership and value, see Madbird. 

Unfortunately, it’s an issue that agencies of all sizes across the world have encountered. And having it done in such a high profile way has merely brought all of these experiences to the fore. 

The Coinbase CEO’s Twitter thread was awash with others recounting their own similar tales and offering support to Kristen. 

In fact there’s a company running with a campaign brief that was supplied to them by Slice right now, despite them opting not to work with us. 

This is a huge issue for the industry and will continue to blight creativity as long as clients keep diminishing the role of creative. 

Does anyone really doubt the importance of a well thought out campaign?

Think of those ads that stick with you forever.

The pounding hooves of white horses chasing down a lone surfer. A full page car ad that only used a fraction of the space. Got milk? Belly’s gonna get you. You just got Tango’d. Wassup! 

Call me biased but the world is a duller place without creative advertising. Maybe we should pay it its dues.