There is a difference between Ideas and Ad Ideas. Brands need big ideas and this isn’t usually the latter of the two.
Robert Campbell over at M&CSaatchi presents some thoughts filling in some blanks in the whole “new advertising industry” / “experience not messaging” landscape.
His main point being, as I understand it, that the Advertising industry needs to open up and see the difference between the Ad Idea and the Big Idea.
The Ad Idea is the messaging, as we already know it. And the Big Idea is the the Brand Idea on a much larger scale / broader perspective. Brands are built on remarkable products or experiences. And ad agencies need to start concerning themselves with these two.
- To get an excellent understanding of the difference between the two ideas have a look at Adrian Ho’s Beyond Advertising presentation. It must be the best explanation there is.
Robert’s presentation is much recommended, find it or over at slideshare.net or view it below.
Via Punk Planning.