Rule-Breakers Wanted in Modern Advertising
In the heyday of advertising, names like Ogilvy, Saatchi, Hegarty and Delaney weren’t just founders, they were forces of nature. Their charisma, contrarianism, and rule-breaking genius defined not just their agencies but entire eras of creative culture. Today, in a hyper-fragmented media landscape dominated by platforms and metrics, that firebrand energy seems conspicuously absent.
Where Did All the Mavericks Go?
While the tech industry still churns out titans like Musk and Bezos, advertising’s last universally recognised icons are mostly 20th-century figures. Agencies have transitioned from pirate ships into predictable tankers. Big personalities, once the heart of advertising’s cultural capital, have been largely replaced by PowerPoint decks, procurement meetings, and performance dashboards.
The founders whose names remain etched on agency doors have long since walked through them.
And when asked to name a current equivalent? Most people draw a blank.
East vs. West: Is It Just Cultural?
Some argue that personality worship is a Western trait, favouring individualism. Asian cultures, by contrast, emphasise collectivism and joint enterprise. But reality contradicts that idea: from Jack Ma to BTS, Asia isn’t short on iconic figures. It’s not about geography, it’s about vitality. And vibrant industries tend to produce vibrant leaders.
Whether in fashion, music, or business, when an industry is alive, charisma follows. And advertising, say the authors, needs to attract such personalities again if it wants to reclaim its cultural relevance.
The Influence of the Big Personality
Larger-than-life leaders once gave ad agencies their voice, values, and vision. Saatchi & Saatchi’s iconic motto “Nothing is Impossible” wasn’t just branding; it was a battle cry. BBH’s black sheep wasn’t a gimmick, it was a manifesto. These symbols carried cultural meaning because they came from people who lived by them.
Now, the same creative landscape is crowded by decentralised content, influencers, UGC, and feedback loops, where every brand must speak and respond at once. It’s harder to lead when the audience is also the creator.
And yet, it is precisely now that bold visionaries are most needed.
“In times of change, personalities emerge. They drive it, and they’re drawn to it.”
The Industry’s Crossroads
Today’s ad industry is in a period of assimilation, not reinvention. It has grown cautious. But without new provocateurs, rule-breakers and visionaries, the industry risks irrelevance. The authors argue that advertising doesn’t need nostalgia; it needs a new class of iconoclasts to challenge digital fatigue, revive purpose, and lead us through the new frontier.
Crucially, of the 26 notable figures named in the article, all are men. Where are the female counterparts, both past and future? The article hints that this imbalance deserves its spotlight, because diverse voices shape stronger futures.
