Eric Block, Managing Partner of the internationally recognized design firm Duffy & Partners, with clients as BMW, Starbucks and Coca Cola, gives ad agencies a piece of his mind in the latest edition of online magazine Showroom.
"People don't want to hear what you have to say, no matter how cleverly you say it or how slickly produced your story is. This includes anyone involved in a profession that's about telling a story – particularly advertising."
Block refers to studies made in the U.S. that show: more than half of the population will do what ever they can to avoid being marketed to. YouTube users watch the least amount of regular television, people are editing and selecting only what interests them.
The solution, according to Eric Block, is - design. He refers to brands as Apple, BMW and Samsung.
"All of them put design at the forefront, he says in the Showroom chronicle. Good design influences everything they do. Design can make things clearer, simpler, personal – all things people want today. Put your money into the design of your product, not into elaborate stories about it no one wants to hear."