Jonathan Kneebone, co-founder of The Glue Society, wants adland to bring back the crazies, the ego-driven individualists driven by recognition of their “originality, audacity and individual brilliance”.

The ones whose work actually deserves a D&AD Pencil, at the awards that still stands for stands for pure, unadulterated creativity.

“The egomaniacs have packed their bags and left the building. Or at least, they got someone to pack their bags for them, order them Ubers and then leave the building. Of course, there are still creative directors who in principle sit at the head of the table. In fact, there are now probably more CDs, ECDs, ECOs and CCOs in the business than ever before. And that makes seating plans at tables all the more awkward. But sometimes the more there are of something, the more they seem to blur into each other. And the more indistinct they – and their ideas – become,” he writes.

“So contrary to the well-meaning desire to accommodate everyone equally, here’s a radical thought.

“Agencies might well focus on creating an environment where one or two individuals above all get encouraged to truly strut their creative stuff.”

Read Kneebone’s brilliantly individual thinking in full here.

Jonathan Kneebone