Messages to a changing industry
Mass layoffs across holding company-owned creative shops and indies alike are contributing to the ad industry’s fatalistic cries growing louder.
Cavallo, however, has “done a 180 on this sense of doom and gloom,” she said.
She does see an industry morphing out of necessity, which she notes is nerve-wracking for people who cling to stability. But it’s an industry that will always be needed, especially in a “capitalistic society” that needs “to persuade people of a point of view.”
“In the last 30 years, the industry has said this is the end of itself, or the end of print, or the end of television, or the end of something as we know it,” Cavallo said. “The truth is we still have static images. They just may not live in a magazine. We still have video. It just may not live on television. We’re so quick to write ourselves off.”
Cavallo points out that the goal in every brief is to build, unify, grow or give voice to something important—all positives in her eyes.
“This is a glass half-full industry … we have important skills that the world needs more of, and we need to stop beating ourselves up and start getting to work on some of those bigger issues.”
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