Saatchi Calls Industry Sloppy

Maurice Saatchi, speaking last night to women advertising executives in London, said that the advertising industry should end “vague, sloppy thinking” and get back to “Simple and direct” messages.

He described an industry lacking a sense of direction; “The advertising industry now is more lacking in self-confidence, self-worth, than at any time I can remember”, he said, with the recession no longer responsible.

He warned that for advertising to meet the challenges of the future, it needs to speak in “simple, universally recognised truths…it will mean creative work so simple and direct that it strikes a cord in humans everywhere.”