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Trang chính  News & Articles Why Ideas Aren't What They Used to Be
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Why Ideas Aren't What They Used to Be |
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Written by Webmaster
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Friday, 13 April 2007 |
 A few years ago, Hershey Foods approached Ogilvy with the assignment of creating a spectacular billboard to be displayed in Times Square. Ogilvy responded by creating a retail store in Times Square, with a spectacular billboard on top of it. Irresponsible? Exactly the opposite. It was a move that was ahead of its time. And an example of where our business is headed. The days of filling prescriptions with just print, TV, radio and billboards
is not just over but recommending that today will get your agency in trouble with your client. Truly.
Folks, the new media that we live with today has forced us to go back to our roots and remind us of what business we are in: ideas. Any kind of idea. But certainly not one with a pre-destined media scrip attached to it. It has to be a free-form idea, applicable to anything, anywhere. Like a microsite. Or a guerilla effort. It's OK to recommend print, or direct mail, but it's made more relevant when it drives you somewhere, like the microsite, to seek more information about the brand.
A lot of people in the advertising business bemoan the state of the industry today. But I think it's incredibly exciting. And so do a lot of copywriters and art directors I talk with. Think about it: The discipline of coming up with a concept, without pre-destined media vehicles, is very liberating. I'd argue that it disciplines a creative team into having a laser focus on solving the marketing problem, without being encumbered by the "where" phase of the marketing plan. Better ideas are being birthed. Creatives are having more fun. Clients are getting better work. And, ultimately, advertising will continue to be relevant and effective for years to come.
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Posted by Marc Brownstein on 04.11.07 @ 01:49 PM | 11 comments:
Comments
In this cluttered media world, where consumers are bored to death with the messages and have increasing control over the 'skip button', we need out-of-the box ideas to survive.
However, it seems that creating a buzz around an outstandingly bright idea that makes people take notice, has become even more important than the message of the brand behind it. The challenge is how to be brilliant with our buzz creating ideas and still grounded to an effective brand strategy that conveys a differentiating message; how to fly high with our creativity and still be relevant to very specific segments.
We are in need of big ideas that have their freeing wings rooted in unique insights and strategic thinking. And that, in my opinion, is the exiting challenge today. –Merav Perlstein, Philadelphia, PA
Carlos Munoz-Mexico City –Carlos Munoz, Huixquilucan
Vince Duran
Fresno, CA –Vince Duran, Fresno, CA
Perhaps our system creates too much of a challenge for agencies. The ad copy has to be compelling enough to incite the prospect to take the next step. Then the online info must deliver the desired call to action.
As an example, Ford could run an ad that would direct reader to an online page where they could spec out their dream vehicle. Once completed, it could be sent to the nearest dealer for a price quote, complete with various financing options. The prospect simply brings the quote to the dealer, it can be recalled onto their screen for any adjustments ... hey what just happened? A measureable result from an ad! As this is not an advertising forum, I'm not promoting our system ... a search will find us though. –Michael Bazelewick, Mississauga, ON