There was a great vibe at the annual awards party of Ad Fed Minnesota, held Friday in the Legends Club at Target Field. The “Dog & Pony Show,” as this year’s edition was dubbed, showcased some of the best work of the Twin Cities’ creative class.
The crowd was large and lively. The setting was superb. And as I talked with everyone from copywriters to agency heads, I got a sense that there’s a new feeling of optimism. Business is picking up, agencies are hiring, life is good.
Or maybe it was just the booze.
I posed a question to attendees. Ever since Minneapolis burst onto the scene as an advertising center, about 25 years ago, there’s been an identifiable “Minneapolis style”: an arresting visual coupled with a short, snappy headline and a clever tag.
So I asked: With all the changes in the ad business, is there still a “Minneapolis style?” Here are some of the answers.
that was an odd story
When I was in the business for over 45 years (now retired), I viewed the “Minneapolis style” as advertising that was creative, out-of-the-box, and often clever — but relevant and benefit-based. That not only made the style interesting, but it also worked. And many of the Minneapolis agencies had long tenures with their clients.
The East Coast agencies more often sought cleverness as an end in itself. I viewed it as less mature copywriters and art directors talking to their peer group instead of the client. It is one of the negative byproducts of the drive to win awards.
I think Minneapolis agencies are still more embedded in this same dynamic — likely a product of Midwestern pragmatism and a better intuitive understanding of the consumers.
What has changed is the dress for these occasions; ties and suits were the order of the day when I attended these — today’s casual dress looks lots more comfortable. but one thing has not changed: the “Adfems” of today are just as attractive as those lovely ladies we worked with decades ago. What a great profession to be engaged in!