Is LA The New Center Of The Ad World?

Is LA the new center of the ad world? An Advertising Week panel explored the question.

There are many signs that point to Los Angeles' emergence as a creative center from Jay-Z and Beyonce heading West, GQ magazine proclaiming LA's downtown as the next great city to several tech companies, such as Snapchat, deciding to locate in Silicon Beach. 

Los Angeles straddles the worlds of technology and entertainment which presents a unique opportunity unlike other cultural hotspots, like New York, Paris, or London. 

San Francisco is only a 45-minute flight away, making it accessible to SF clients. "It is less than most peoples’ commute to their office," says TBWAChiatDayLA's Brent Anderson. 

"Los Angeles is one of the few places in the world one can have a career in advertising and have a backyard," says Anderson, adding that poaching talent has become easier now that Los Angeles is experiencing a creative renaissance. "Our director of talent knows when to place calls [to East Coast executives], particularly now [October] and March and April," says Anderson. "Weather will always be an advantage for LA."  



The key to LA's creativity surge is attributed to its unique geography, climate, welcoming economy, and culture. Sprawl may also play a role in helping to make LA an advertising powerhouse. "The notion is space is very important to the creative process," says Netflix's Laurent Janneau. "We are so very far away that we don't give a shit what Europe thinks. There is some kind of competition and judgement between Europe and East Coast [that doesn't exist on the West Coast]. There are some drawbacks, but there are a lot of positive things to have the psychological freedom." 

Los Angeles also benefits from a key complaint about San Francisco -- that it’s pretty much a tech town and not much else. By contrast, Los Angeles' diversity enables other industries to thrive alongside one another. "New York is very dense, while Los Angeles is very spread out. You will always be able to find pockets to find the pure [creative] drive," says Janneau.

Although LA may be hot right now, it can be argued that the City of Angels has always held this promise for new opportunities, says Anderson. "This promise is absolutely right in line about the history of the west and California. This idea of optimism that California represents. It isn't new but rather a reawakening."


3 comments about "Is LA The New Center Of The Ad World? ".
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  1. Mike Bloxham from Magid, October 1, 2015 at 6:10 p.m.

    I think this "panel discussion" is what's called Native Advertising - though sadly of the kind that is not openly identified for what it truly is.  What else could one call a session that is wholly populated by LA-based creative folk and the Economic Development Officer from the LA Mayor's Office? Where was the counterpoint?  The overall point may be a valid one, but some effort at a balanced discussion may have served the audience and the obvious promotional objective rather better.

    And for reference, I have no stake in the creative space.

  2. Steve Baldwin from Didit, October 5, 2015 at 9:26 a.m.

    I'm confused. I thought all the creatives in Brooklyn were going to Detroit.

  3. Jonathan Hutter from Northern Light Health, October 5, 2015 at 10:23 a.m.

    Hopefully the Mets will beat the Dodgers and these people can shut up.

    And if the Mets lose, you now can all blame me.

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