ANYWAY. I saw a great article today that my friend Michael Baer (whose Stratecution Stories blog is worth bookmarking) repurposed from my more handsome and more talented brother, John Doyle (who also has a worthy blog.) It said basically that the dictum that all campaigns must be media agnostic is actually wrong, borderline crazy. So it got me to thinking. What other truths that advertising people like to say are actually not true?
Feel free to use these in a meeting when somebody tries to sound like a smartypants.
The consumer is in control. No they’re not. If they were, your brand would look like Doritos Super Bowl commercials. In which case, God help you. The fact is, you and your brand are in control. You have to be. You just need to make sure consumers are allowed to play in the sandbox.
TV is dead. TV, maybe. But film is alive and well. More than ever, nothing galvanizes the masses like film.
Content is king. Actually, content is more irrelevant than TV, mainly because everyone’s making content. Compelling content wears the crown.
Be media agnostic with your ideas. Actually, don’t. See above.
We need a big idea. Actually, in the time you spent strategizing and thinking of the big idea, it’d be better if you had 100 small ones, and got them out into the marketplace.
In 5 years, it’s going to be all about mobile. Scratch that. That's actually true.