A recent 3 Minute Ad Age video features excerpts from a talk given by author, former Ogilvy & Mather exec, and all-around marketing guru Mark Earls at an American Association of Advertising Agencies (4 A’s) strategic planning session in July.
The subject of the talk is the traditional advertising world’s focus on finding a single “Big Idea” around which to build a campaign. As Ad Age puts it Earls, “… warned marketers and their agencies not to assume that a single creative concept will work effectively across a wildly diverse and unpredictably fluid social environment.”
It’s interesting stuff. Check out the Ad Age video here.
And check out Mark Earls’ excellent blog, HERD.
And more from the 4 A’s here.