In the age of disruption, big data and short-termism you would be forgiven for believing that empathy and emotion in advertising has fallen out of fashion. Love or Fear is out to change that. Matthew Waksman, alongside Dave Dye, Consultant Chief Creative Officer and CEO Allan Dutton are focused on creating what so many in advertising are talking about right now; a new operating system for marketing.
Of course, they wouldn’t call it that; in fact, they would probably think the marketing jargon implicit in an OS system slightly wanky. For as Founder and Chief Strategy Officer Matthew Waksman explains the agency is all about people, an approach which is mercifully jargon-free.
“When I look at the conversations happening in our industry about what is changing, it isn’t about X or Y dying. Our industry is in a constant cycle of change; it is just like fashion in that is cyclical. But regardless of whatever phase you are in you need to create the best work, you need to focus on people,” Waksman explains.
While this sounds straightforward, creating the best work isn’t always easy. As Waksman notes for the industry at large a focus in integration and then a pressure on delivery and making everything cheaper, faster and stronger is taking its toll. Then of course there is the looming threat of the rise of in-house production and creative capabilities.
Yet, refreshingly Waksman doesn’t follow the often-spouted logic that the rise of in-house agencies automatically equates to the decline of agencies. “What it means is that we as agencies need to focus on not duplicating services that clients can manage in-house. We need to instead openly work with in-house teams in a generous way.”
Generosity is something that comes naturally to Waksman, an openness that has seen him invest his time and energies into important initiatives such as the PrideAM Creative Review. While the fact that his former colleagues at Karmarama wish him well, and actually appear to mean it, is testament to his inclusive and thoughtful approach.