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Wunderman - UK


ECD Ian Haworth on "Why we must break the cycle of ‘art for art’s sake"

In the latest instalment for his series on the modern media world, Executive Creative Director Ian Haworth warns about the harm of maintaining traditions purely for the sake of tradition – a human tendency that the ad industry is not immune to.

"L’art pour l’art is the ultimate ego trip. Art for art’s sake: stripping the piece of any social, political, emotional, moral or utilitarian function, until it simply is".

Haworth writes that advertising is ultimately about helping people improve their lives. Therefore, we must be willing to challenge ourselves, take risks, learn from mistakes, and continue to be driven by the impulse to make the world a better place and do something truly creative.

Read the full article on The Drum.