Ty Montague Thinks We’re All Telling Stories
January 16, 2008
Adcentered has released a video on YouTube featuring CD Ty Montague of JWT as part of the VCU Brandcenter’s new site and branding, which was designed by R/GA.
Ty compares the current state of advertising to the transatlantic shipping business at the turn of the century (interesting) and then goes on to chat about narrative story telling.
Montague has been around the advertising world. He started his career stuffing envelopes at McCann. From there, it was Chiat/Day, Ogilvy & Mather and W+K. For more on his time spent at JWT, check out the Fast Company puff profile.
January 16, 2008 at 6:24 pm
Mr. Montague has done some good work in the past and if he thinks we should all say we’re in the Storytelling busines instead of the Advertising business, that’s fine with me.
What I want to know is, how will changing what we call the business we’re in (or the schools we go to) improve the multi-layered, overly political, annoyingly buzzword-filled, slow-as-tar, research-ridden process that keeps most big dumb agencies from offering their clients anything new or useful these days?
And if that’s not the point of changing the name, could someone please tell me what the point is? Then and only then will I be able to tell you if I think your new name is any better than the one everybody already knows and understands.
Then again, how about we just change the slow, inefficient, antiquated process and let the new name fall out of that?
January 16, 2008 at 8:17 pm
that’s a pretty large jump from cute story to moral.
he didn’t outline what the airplane is for the ad industry. it’s not the internet, that doesn’t replace advertising and is more a threat to tv.
he’s right about storytelling though. it’s just that that’s code for bullshitting people and it’s not exactly new either. we always mislead people.
January 16, 2008 at 8:19 pm
just to be perfectly clear: as long as the motivation for our actions (sell product x) doesn’t change, the business is the same. only the methods have changed.
but that’s like picking up a brush after having used chalk all your life. it’s not a different business, just a different tactic.
sheesh, I respect ty a lot but this video makes him sound like a pr douchenozzle.
January 16, 2008 at 9:05 pm
Changing the name from Adcenter to Brandcenter will directly effect everyone that dropped 40K+ on its tution and helped put it on the map.
A solid thank you from all the ADCENTER alumni, Rick Boyko: Douchebag, for thinking you own the joint just because you donated a cool million to it.
Money buys everything, but class.
January 16, 2008 at 10:45 pm
boyko ddn’t give $1 million–he just said that to hit on other people to give large amounts.
January 16, 2008 at 11:58 pm
Hate to tell you, Pete, but this VCU press release says otherwise. Google it for yourself if you want. Must have been nice to have received stock before your agency went public, eh kids? If I were a student today, I’d put that $40K tuition money to work somewhere where you might get some of it back, like law school. ‘Cuz you sure won’t in Advertising. Oh sorry, Brandcenter-ing, or whatever it is.
Boyko Donates $1 Million to VCU Adcenter
Nationally Acclaimed Graduate Advertising School to Move Into Building Designed by Clive Wilkinson Later This Year
Rick Boyko, managing director of the Virginia Commonwealth University Adcenter, has announced that he and his wife Barbara will donate $1 million toward a development campaign for the nationally acclaimed graduate advertising school and set up a scholarship in their name.
Here’s the link:
http://www.news.vcu.edu/news.aspx?nid=1984&v=detail
January 17, 2008 at 12:38 am
Hey “fate”—
First off, you’re an asshole!
Secondly, just about every person I went to Adcenter is working at shops you’ll probably only send your book to, but never get an interview at (Wieden, Crispin, Chiat, BBH, etc.).
So, before you start bashing people that went to Adcenter instead of law school, realize that one of us will be your Creative Director some day.
January 17, 2008 at 1:17 am
“(Wieden, Crispin, Chiat, BBH, etc.).”
bullshit. bullshit. bullshit.
very few do and those were good before they joined.
the majority of books coming out there are jokes.
adcenter books are famous for ripping off 10 year-old annuals.
badly.
and 40k? man, that’s cheap. try art center.
January 17, 2008 at 4:21 am
do me a favor, go to http://www.brandcenter.vcu.edu >> People >> Alumni and check it out for yourself.
January 17, 2008 at 4:41 pm
Let me get this straight?
fatc is suggesting that advertising is not an industry where you can make good money?
Has fatc worked in advertising?
Sure, not every student is successful. And not everyone who goes to law school is successful.
February 15, 2008 at 6:47 am
Cool marketing trick. Pay for this school and you too can work for a fatuous tool. Where do I sign up?
February 29, 2008 at 3:31 pm
This is a very interesting overview of where advertising is headed in 2008. Thanks Ty!