My calendar reminds me that I still haven’t really proceeded with my Christmas shopping. And this usually is a clear indicator that another year goes by. Much has happened in 2011. And still – some of the most annoying stuff is still there. So before the year ends I would like to articulate my hope that I won’t see 5 things ever again after January 1. But probably I will anyway.

1. Social Media Infographics
Social Media Infographics are probably the most painful thing to witness while browsing through a whole lot of inspiring thoughts in blog feed every morning. Originally the idea was quite good: take dull information and turn it into something nice. By late 2011 social media infographics have unfortunately become a metaphor for reducing information to colorful shit. Many of them are simply wrong or misleading, many of them are even Spam. For the love of Baby Jesus. Stop that.

2. Social Media Boutique Agencies

Whenever I think about the artist formerly known as Social Media I also think about its maturity in 2011. And one sign that the social media evolution isn’t yet where it is supposed to be is quite evident: Social Media Boutique Agencies still exist. I have absolutely no idea why some major companies still let specialized ‘social media vendors’ pitch for isolated accounts. It is against the idea of tearing down the silos. It makes no sense from a management standpoint – and no: they are not necessarily more thoughtful, up-to-date or inspiring than more holistic vendors. Quite often the opposite is the case.

3. TV is Dead Bullshit
Even the Guardian still uses tabloid-style headlines like ‘TV is dead‘. Can we please clarify one thing: Claiming that TV is dead is simply not true. TV (and TV advertising) will definitely reinvent itself over the next couple of years. It will take over a new role in a more digitalized world. But one thing is for sure: My dad still will rather watch TV than tweet.

4. Award Videos with ‘And Millions Tweeted About It’ Happy End
The least inspiring element in my world of creative agencies is this: Award shows and Award videos. The 21st century concept of a cutting-edge agency goes like this: Talk about a completely new era for Agencies when being interviewed by the press (‘everything we know will change’ bla-bla). And then focus on finalizing your award video for this…kind…of….successful…project you did. Fly to Cannes. Party. Pretend it is 1992.

5. Share your Whatever
Oh…and while it is almost common sense to hate agencies: I also don’t want to see mindless start-up concepts anymore which are just the 1 millionth iteration of what already exists or that are (plain and simple) irrelevant. Following the new beta-invite updates every morning I sometimes wonder if young app developers really think that we need tools that enable ‘gamification to incentivize local production’, or that ‘connect people to great life experiences that fit their individual preferences… from festivals, sports, happy hours, and everything in between‘.

Bonus. While writing my list of 5 things I realized I also really do not want see

6. QR Codes

If there is nothing left to lose in a creative meeting they are the weapon of choice: QR Codes. The Loch Ness Monsters of Marketing – many talk about them, nobody has ever seen one. They could be a great tool. But you know what?












I hope you understand my problem with them.

As usual: you are invited to have a very different opinion. And as usual: you are invited to comment.

  • Show me! Show me the holistic vendors which get social right. I wish we would have them out there. I just don’t see them. As are the companies, which are looking for holistic help.

  • Anonymous

    I just start with quoting my own text: “no: they are not necessarily more thoughtful, up-to-date or inspiring than more holistic vendors. Quite often the opposite is the case.” Focus here lies on “not necessarily”.

    Because boutique agencies believe it’s all about getting social right. Defining social as its own discipline is in fact where the problem already starts. Being able to ‘do social’ for the dive bar around the corner is one thing. Being able to deliver global digital solutions is another thing.