We will unashamedly be focused on attempting to judge what is and isn't good advertising, and the best of the craft skills upon which advertising depends. In the end there is no right and wrong answer to what makes good advertising, but we can all have a great deal of fun and stimulation trying. In order to judge better it is necessary to understand advertising in the greater, wider context of American popular culture. To that end there will be regular monthly departments on photography and music videos, and increased coverage of most other advertising-related disciplines from music to typography, animation to casting.
Elsewhere we have changed the way we have approached Special Reports. The November Directors' Special is an example. We asked you, our readers in 25 leading agencies, to choose your favorite directors by category, when the chips were down, and you really needed, say, a tabletop or fashion expert. As you can see, we were overwhelmed with the response, which encourages us that there is a community out there that wants to be involved in the kind of magazine we wish to create.
There is an extraordinary amount of talent in the business - it's not really a point of contention. Nevertheless the coming weeks will be some of the most challenging the production community - in particular - has ever faced, as the full twin effects of recession and the post-September 11 aftermath really kick home. An in-depth analysis of this situation is the first of our monthly in-depth features on the stories behind the work.
But as everyone is quick to point out, this is a "people" business; fascinating people at that. This month, in addition to all the directors featured in the Special Report, we bring you Bob Giraldi and Michael Cuesta, as well as producer Jon Kamen, casting director Melissa Martin and photographers James Mollison and John Clang. Their stories are fascinating, but Clang's is all the more remarkable given the astonishing admission that he is color-blind!
There are other new elements throughout the magazine. Hand in hand with these changes are the new getcreativity.com e-mails, which are produced here in New York three times a week, bringing you not just the latest news but the best new commercials of the week, too. Go to www.getcreativity.com to register. We hope you enjoy that new electronic service, and like the revamped magazine, with its simplified design. Creativity is as much yours as ours, so we welcome your feedback, positive or otherwise. Our aim is to create the forum for, and be champion of, advertising-related creativity through you, our community of readers.
Stefano Hatfield is editorial director of Ad Age Global and Creativity