Interesting article about the Zim advertising fraternity. I just wanted to make the comment that creativity should never be determined by the amount of spend available. Creativity is creativity and as the advertising fraternity we should be able to adapt to the financial situation whatever it is.
You're absolutely right! Creativity is not determined by funds, but neither is it encouraged by economical distress, fear, uncertainty and despondency. An oppressive regime does stifle creativity - our clients were never very keen on taking big risks, even years ago (and I'm not talking political), but they had budgets for media spend and taking a campaign quite far. Now, we're lucky if we squeeze out a press ad or two, maybe a billboard or poster. We are constantly trying to come up with new ways of communicating effectively, but creativity, unfortunately, often takes a back seat. It's not from lack of trying - we all have porties we are proud of, but the work has never seen the light of day! Ten years ago, the ad industry here was vibrant, exciting, growing. Now it is simply surviving, by the skin of its teeth. Zimbabwean society has learnt that you stay out of trouble if you blend into the background... unfortunately, most of our clients are happy to do just that. They do say that advertising reflects the society in which it is based. Never have I seen it more truly reflected!
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