The Digiday Podcast

The Digiday Podcast is a weekly show on the big stories and issues that matter to brands, agencies and publishers as they transition to the digital age.

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FCB's Susan Credle: Advertising is the most wasteful industry


Much has been said about the death of the big agency -- and even, the dumbing down of creative in a digital-first world. But Susan Credle, the incoming global chief creative at FCB, thinks the real issue isn't the death of the big agency, but the deterioration of quality of advertising.

Credle, who joined the Digiday Podcast this week, said that what she worries the most about isn't whether agencies will survive, but what needs to be done to go back to the days of great advertising is that agencies need to take seriously hard look at the immense amount of "offensive" garbage that they're putting out in the world.

"Just look at banner ads," she said. "We need less of them. We don’t even know how to break type on banner ads. It’s disgusting and offensive to me. There are words at the bottom of the left-hand corner for no reason. It’s not thoughtful. Advertising online needs to be like architecture. Sure, you can build a box that keeps you warm and provides shelter. But it drags down society because it's ugly. So you should put out actually beautiful architecture."


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 December 18, 2015  31m