The debate continues on the relevance of
Super Bowl.

In fact, we have a survey on our homepage asking your opinion so do that if you get a chance. For this discussion, I am truly interested in what you think of Super Bowl as a venue for advertisers, what worked this year, and what you see happening in future years. Share your thoughts.

Posted on February 5, 2008 5:56 PM | Permalink | Comments (1)

Recent talk has advanced the theory that the internet will actually drive more creativity over time.

This is becoming hot as the technology like image and video search become more common. According to Tim Armstrong, Google's North America president-advertising and commerce, social networks such as MySpace and Facebook "will expand the need for creative." In a talk Mr. Armstrong had with AdAge, he envisions a day with paid-search ads. This will force more creativity in online advertising. My questions are how do we prepare ahead of the technology and isn't a great idea still a great idea regardless of the channel of delivery?

Posted on February 11, 2008 5:16 PM | Permalink | Comments (2)

I have many years in the business and have accumulated a corresponding number of reasons why ideas get shelved.

Of course, every situation is just that - situational. And often we find it easier to point the finger somewhere else. Over my time I have seen ideas denied the light of day using the following "explanations":

We tried that before and did not work
I do not understand it so no one will
It is too complicated
It is too simple
It is too expensive
It has not been done before

I think the difference between good ideas and great ideas are that great ideas find their time. Often it is not the idea itself but the timing of their introduction. How about you - what examples or reasons have you experienced where ideas were shot down?

Posted on February 15, 2008 5:21 PM | Permalink | Comments (4)

AdAge provides an interesting list of trends for 2008. It is worth examining some relevant ones for their potential impact on creativity:

Marketers Hit a Rough Patch
This covers a potential slowdown in the economy. If this is realized we will have to make do with less which will foster more innovation and creativity – a cycle that we have experienced before that weeds out those who are not focused on making creative pay off in the short and long terms.

Innovation and Creativity Rule
AdAge says, "Marketers' ingenuity will continue to expand as the competitive marketplace challenges brands to devise ways to reach their audiences online and via other "out-of-the-box" avenues. Targeting consumers using unconventional methods in creative places will be the gold standard for outstanding creative. Marketers won't run away from traditional media -- but will leverage technology and new media to accentuate message delivery to consumers and customers. There is no turning back -- and creativity will rule." This is all good stuff for our profession and it means we will all be personally challenged in the time ahead.

Get Serious About Accountability
We keep hearing about ROI and metrics (I covered this in an earlier post) and we have heard it for years. Our challenge is how to truly measure creativity without removing the magic.

Digital, Digital, Digital (and Portable Too)
The channel and the technology will force us to adapt and master new creative applications like never before.

The 'Brand Swarm'
Kudos to my colleague and partner, DDB CEO Chuck Brymer whose "swarm theory" has captured the attention it deserves ("the notion that people and their opinions coalesce to form critical forces that massively influence marketplace ideas and concepts"). Chuck will be bringing out more on this in 2008 and its impact on creativity will be huge.

The Power of Strategic Alignment
As Adage states, "Marketers succeed when brand messages are fully integrated and synchronized across all media channels". More than ever creativity is the glue to bring together that alignment.

Any comments on these trends and their impact on creativity?

Posted on February 21, 2008 5:22 PM | Permalink | Comments (1)

Following the loss of our dear friend and colleague, I'd like to share last Saturday's memo from Chicago agency President Rick Carpenter:

"It is with great sorrow that I write to you this weekend. But I wanted you to hear this difficult news from me first. Last night, Paul Tilley tragically died at age 40. The reality of this news is difficult to comprehend. It is such loss for DDB, but also for our industry, our community, and certainly for his family and all who loved him.

Paul was a mentor to many, a friend to all. His ability to lead, inspire, and yes, entertain will be so greatly missed.

Our thoughts are with his family and with one another during this very difficult time."

Posted on February 25, 2008 4:50 PM | Permalink | Comments (47)