We all know advertising is changing changed. Significantly.
It’s not a 30 second spray-and-pray spot that moves consumers anymore. It’s not a repurposed print campaign executed half-ass and quarter-witted in the digital space. And it sure as hell isn’t an enormous screaming billboard with no real connection to the consumer besides obstructing their view of the cityscape.
Wow, "Satisfaction's in the bag!"
Nay, it is none of those things that grab the hearts and minds of the audience. It is, however, the big, the bold, the beautiful ideas. The simple. The ones pared down to best and leanest they can possibly be.Those are the ones that move the needle. They disrupt ordinary, add value, and create connection. Those are the sorts of ideas I’m in the business of dreaming up. Bright, creative, strategic stuff.
It’s not easy. In fact, it’s really, really hard. But nothing worthwhile is easy, nor should it be.The agencies who aren’t in the business of smart, strategic ideas… well, they will eventually be out of business.
Bloated, monolithic agencies may someday be a thing of the past. Throwing bodies and dollars at campaigns isn’t a long-term solution. Lean and nimble may be the future.
Adapt or die, friends.
-grant
