SlideShare a Scribd company logo

Putting the cart before the horse

1 of 21
Download to read offline
Putting the cart before the horse
The death of the big idea in the digital world


panos papadopoulos, november 2011
once upon a time in advertising




Clients and agencies alike racked their brains
searching for the big idea.
the big idea


It had to be original, engaging and BIG enough to
run the 360 ̊marathon. It was the springboard of
every great campaign. The golden fleece of
planning. The mantra of every adman.
once you nailed it, it was smooth sailing


Campaign planning was easy. Creative work would spring out effortlessly. The
process held the dual promise of happy clients and of awards galore.
the buzzwords of the time

Continuity, campaign coherence, consistent cross-media messaging.
Campaigns were judged on flow and logical expression of the message across
touchpoints.
coherence was the name of the game




The big idea was the compass. Creative executions at every touchpoint had to
point towards the campaign’s true north.

Recommended

COVID 19: Influencer Marketins & Community-Driven Solutions for Your Business
COVID 19: Influencer Marketins & Community-Driven Solutions for Your BusinessCOVID 19: Influencer Marketins & Community-Driven Solutions for Your Business
COVID 19: Influencer Marketins & Community-Driven Solutions for Your BusinessIMA - Influencer Marketing Agency
 
The Future of Creativity - People's Insights by MSLGROUP
The Future of Creativity - People's Insights by MSLGROUPThe Future of Creativity - People's Insights by MSLGROUP
The Future of Creativity - People's Insights by MSLGROUPyann le gigan
 
50 planners to watch in 2014 - The Planning Salon
50 planners to watch in 2014 - The Planning Salon50 planners to watch in 2014 - The Planning Salon
50 planners to watch in 2014 - The Planning SalonJulian Cole
 
Digital Strategy 101
Digital Strategy 101Digital Strategy 101
Digital Strategy 101Bud Caddell
 
How I stopped worrying about the future, and got busy inventing it
How I stopped worrying about the future, and got busy inventing itHow I stopped worrying about the future, and got busy inventing it
How I stopped worrying about the future, and got busy inventing itBud Caddell
 
Get Advertising Smart - How do you plan?
Get Advertising Smart - How do you plan?Get Advertising Smart - How do you plan?
Get Advertising Smart - How do you plan?emmersons1
 
State of Digital Q4 2019 Doyle Buehler digital strategy web event
State of Digital Q4 2019 Doyle Buehler digital strategy web eventState of Digital Q4 2019 Doyle Buehler digital strategy web event
State of Digital Q4 2019 Doyle Buehler digital strategy web eventDoyle Buehler
 
Digital Strategy Executive Boardroom Strategy Session With Doyle Buehler
Digital Strategy Executive Boardroom Strategy Session With Doyle Buehler Digital Strategy Executive Boardroom Strategy Session With Doyle Buehler
Digital Strategy Executive Boardroom Strategy Session With Doyle Buehler Doyle Buehler
 

More Related Content

What's hot

Digital Transformation Trends 2020 - What's Your Digital Strategy With Doyle ...
Digital Transformation Trends 2020 - What's Your Digital Strategy With Doyle ...Digital Transformation Trends 2020 - What's Your Digital Strategy With Doyle ...
Digital Transformation Trends 2020 - What's Your Digital Strategy With Doyle ...Doyle Buehler
 
Digital Shoreditch: the basics of transmedia planning
Digital Shoreditch: the basics of transmedia planningDigital Shoreditch: the basics of transmedia planning
Digital Shoreditch: the basics of transmedia planningventurethree
 
Mypitch UK Presentation
Mypitch UK PresentationMypitch UK Presentation
Mypitch UK PresentationMyPitchUK
 
Transformez Vos Publications Digitales En Puissants Outils De Marketing
Transformez Vos Publications Digitales En Puissants Outils De MarketingTransformez Vos Publications Digitales En Puissants Outils De Marketing
Transformez Vos Publications Digitales En Puissants Outils De MarketingFabian Delhaxhe
 
Richard Curtis talking about crowdsourcing at Mumbrella 360
Richard Curtis talking about crowdsourcing at Mumbrella 360Richard Curtis talking about crowdsourcing at Mumbrella 360
Richard Curtis talking about crowdsourcing at Mumbrella 360Richard Curtis
 
Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital m...
Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital m...Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital m...
Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital m...Doyle Buehler
 
eCMO Conference 2013 - Time Flies! Branding Won't
eCMO Conference 2013 - Time Flies! Branding Won'teCMO Conference 2013 - Time Flies! Branding Won't
eCMO Conference 2013 - Time Flies! Branding Won'tHKAIM
 
Digital Transformation Failure
Digital Transformation FailureDigital Transformation Failure
Digital Transformation FailureFrederik Bernard
 
Lean Marketing: New Rules for the Social & Real Time Web
Lean Marketing: New Rules for the Social & Real Time WebLean Marketing: New Rules for the Social & Real Time Web
Lean Marketing: New Rules for the Social & Real Time WebFernando Polo
 
In is the new in. A Cannes Lions speech.
In is the new in. A Cannes Lions speech.In is the new in. A Cannes Lions speech.
In is the new in. A Cannes Lions speech.OLIVER
 
CES 2014 Key Insights for Agencies by Peter Bray, Director of Digital at Saat...
CES 2014 Key Insights for Agencies by Peter Bray, Director of Digital at Saat...CES 2014 Key Insights for Agencies by Peter Bray, Director of Digital at Saat...
CES 2014 Key Insights for Agencies by Peter Bray, Director of Digital at Saat...Peter Bray
 
Brands as Publishers - OLIVER's Breakfast Briefing
Brands as Publishers - OLIVER's Breakfast BriefingBrands as Publishers - OLIVER's Breakfast Briefing
Brands as Publishers - OLIVER's Breakfast BriefingOLIVER
 
2020 Digital Marketing Trends
2020 Digital Marketing Trends2020 Digital Marketing Trends
2020 Digital Marketing TrendsBlake Bowyer
 
Real-time marketing is just marketing
Real-time marketing is just marketingReal-time marketing is just marketing
Real-time marketing is just marketingSMG_UK
 
Is Creativity the Key to Connection - Future of Social Media Forum 2018
Is Creativity the Key to Connection - Future of Social Media Forum 2018Is Creativity the Key to Connection - Future of Social Media Forum 2018
Is Creativity the Key to Connection - Future of Social Media Forum 2018craig mack
 
The Big Idea Draft1.1
The Big Idea Draft1.1The Big Idea Draft1.1
The Big Idea Draft1.1Andy Hyatt
 
Why business should use social media
Why business should use social mediaWhy business should use social media
Why business should use social mediacosmocratsolution
 
Strategic planning agency global advertisers
Strategic planning agency   global advertisersStrategic planning agency   global advertisers
Strategic planning agency global advertisersmohitag00
 
Perpetual leadershift - Digital strategy and change management go hand in hand
Perpetual leadershift -  Digital strategy and change management go hand in handPerpetual leadershift -  Digital strategy and change management go hand in hand
Perpetual leadershift - Digital strategy and change management go hand in handJenny Williams
 
Creating Engaging Videos: Everything You Need To Know To Produce Authentic Co...
Creating Engaging Videos: Everything You Need To Know To Produce Authentic Co...Creating Engaging Videos: Everything You Need To Know To Produce Authentic Co...
Creating Engaging Videos: Everything You Need To Know To Produce Authentic Co...Tinuiti
 

What's hot (20)

Digital Transformation Trends 2020 - What's Your Digital Strategy With Doyle ...
Digital Transformation Trends 2020 - What's Your Digital Strategy With Doyle ...Digital Transformation Trends 2020 - What's Your Digital Strategy With Doyle ...
Digital Transformation Trends 2020 - What's Your Digital Strategy With Doyle ...
 
Digital Shoreditch: the basics of transmedia planning
Digital Shoreditch: the basics of transmedia planningDigital Shoreditch: the basics of transmedia planning
Digital Shoreditch: the basics of transmedia planning
 
Mypitch UK Presentation
Mypitch UK PresentationMypitch UK Presentation
Mypitch UK Presentation
 
Transformez Vos Publications Digitales En Puissants Outils De Marketing
Transformez Vos Publications Digitales En Puissants Outils De MarketingTransformez Vos Publications Digitales En Puissants Outils De Marketing
Transformez Vos Publications Digitales En Puissants Outils De Marketing
 
Richard Curtis talking about crowdsourcing at Mumbrella 360
Richard Curtis talking about crowdsourcing at Mumbrella 360Richard Curtis talking about crowdsourcing at Mumbrella 360
Richard Curtis talking about crowdsourcing at Mumbrella 360
 
Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital m...
Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital m...Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital m...
Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital m...
 
eCMO Conference 2013 - Time Flies! Branding Won't
eCMO Conference 2013 - Time Flies! Branding Won'teCMO Conference 2013 - Time Flies! Branding Won't
eCMO Conference 2013 - Time Flies! Branding Won't
 
Digital Transformation Failure
Digital Transformation FailureDigital Transformation Failure
Digital Transformation Failure
 
Lean Marketing: New Rules for the Social & Real Time Web
Lean Marketing: New Rules for the Social & Real Time WebLean Marketing: New Rules for the Social & Real Time Web
Lean Marketing: New Rules for the Social & Real Time Web
 
In is the new in. A Cannes Lions speech.
In is the new in. A Cannes Lions speech.In is the new in. A Cannes Lions speech.
In is the new in. A Cannes Lions speech.
 
CES 2014 Key Insights for Agencies by Peter Bray, Director of Digital at Saat...
CES 2014 Key Insights for Agencies by Peter Bray, Director of Digital at Saat...CES 2014 Key Insights for Agencies by Peter Bray, Director of Digital at Saat...
CES 2014 Key Insights for Agencies by Peter Bray, Director of Digital at Saat...
 
Brands as Publishers - OLIVER's Breakfast Briefing
Brands as Publishers - OLIVER's Breakfast BriefingBrands as Publishers - OLIVER's Breakfast Briefing
Brands as Publishers - OLIVER's Breakfast Briefing
 
2020 Digital Marketing Trends
2020 Digital Marketing Trends2020 Digital Marketing Trends
2020 Digital Marketing Trends
 
Real-time marketing is just marketing
Real-time marketing is just marketingReal-time marketing is just marketing
Real-time marketing is just marketing
 
Is Creativity the Key to Connection - Future of Social Media Forum 2018
Is Creativity the Key to Connection - Future of Social Media Forum 2018Is Creativity the Key to Connection - Future of Social Media Forum 2018
Is Creativity the Key to Connection - Future of Social Media Forum 2018
 
The Big Idea Draft1.1
The Big Idea Draft1.1The Big Idea Draft1.1
The Big Idea Draft1.1
 
Why business should use social media
Why business should use social mediaWhy business should use social media
Why business should use social media
 
Strategic planning agency global advertisers
Strategic planning agency   global advertisersStrategic planning agency   global advertisers
Strategic planning agency global advertisers
 
Perpetual leadershift - Digital strategy and change management go hand in hand
Perpetual leadershift -  Digital strategy and change management go hand in handPerpetual leadershift -  Digital strategy and change management go hand in hand
Perpetual leadershift - Digital strategy and change management go hand in hand
 
Creating Engaging Videos: Everything You Need To Know To Produce Authentic Co...
Creating Engaging Videos: Everything You Need To Know To Produce Authentic Co...Creating Engaging Videos: Everything You Need To Know To Produce Authentic Co...
Creating Engaging Videos: Everything You Need To Know To Produce Authentic Co...
 

Similar to Putting the cart before the horse

Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014
Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014
Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014Shannon Lewis
 
Canneslions2012 areyouready-120711161123-phpapp02-3
Canneslions2012 areyouready-120711161123-phpapp02-3Canneslions2012 areyouready-120711161123-phpapp02-3
Canneslions2012 areyouready-120711161123-phpapp02-3Sergey Gorlov
 
Mind Blowing Lessons from the Cannes Lions 2012
Mind Blowing Lessons from the Cannes Lions 2012Mind Blowing Lessons from the Cannes Lions 2012
Mind Blowing Lessons from the Cannes Lions 2012Karim Syed
 
The Worlds Leading Independent Agencies 2012 - SAPIENTNITRO PROFILE
The Worlds Leading Independent Agencies 2012 - SAPIENTNITRO PROFILEThe Worlds Leading Independent Agencies 2012 - SAPIENTNITRO PROFILE
The Worlds Leading Independent Agencies 2012 - SAPIENTNITRO PROFILEaasokaku
 
What Digital Planning Is Not
What Digital Planning Is NotWhat Digital Planning Is Not
What Digital Planning Is NotInsight Publicis
 
A job profile for the post-digital planner
A job profile for the post-digital plannerA job profile for the post-digital planner
A job profile for the post-digital plannerAndreas Krasser
 
GOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONG
GOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONGGOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONG
GOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONGZaheer Nooruddin
 
Cannes Lions 2015: The truly useful trends
Cannes Lions 2015: The truly useful trendsCannes Lions 2015: The truly useful trends
Cannes Lions 2015: The truly useful trendsMEC UK
 
The future of integrated campaigns: the art of transmedia planning
The future of integrated campaigns: the art of transmedia planningThe future of integrated campaigns: the art of transmedia planning
The future of integrated campaigns: the art of transmedia planningtitofavino
 
Brand experience and marketing trends from Cannes Lions 2014
Brand experience and marketing trends from Cannes Lions 2014Brand experience and marketing trends from Cannes Lions 2014
Brand experience and marketing trends from Cannes Lions 2014Jack Morton Worldwide
 
Creative Disruption - A Visual Résumé
Creative Disruption - A Visual RésuméCreative Disruption - A Visual Résumé
Creative Disruption - A Visual RésuméThomas Fiehn
 
grow Thoughts Issue 8
grow Thoughts Issue 8grow Thoughts Issue 8
grow Thoughts Issue 8anthony ryman
 
Digital Summit 2016: The Digital Nomad Marketing Strategy
Digital Summit 2016: The Digital Nomad Marketing StrategyDigital Summit 2016: The Digital Nomad Marketing Strategy
Digital Summit 2016: The Digital Nomad Marketing StrategyGeoffrey Colon
 
Client of the Future by Gringo / SoDA DMO
Client of the Future by Gringo / SoDA DMOClient of the Future by Gringo / SoDA DMO
Client of the Future by Gringo / SoDA DMOGringo
 
Fallon Brainfood x MNAMA: Being Digital
Fallon Brainfood x MNAMA: Being DigitalFallon Brainfood x MNAMA: Being Digital
Fallon Brainfood x MNAMA: Being DigitalAki Spicer
 
Ad agency x digital: how to get it right?
Ad agency x digital: how to get it right?Ad agency x digital: how to get it right?
Ad agency x digital: how to get it right?Isabelle Quevilly
 
Killer Content Marketing for Boring Brands
Killer Content Marketing for Boring BrandsKiller Content Marketing for Boring Brands
Killer Content Marketing for Boring BrandsAran Jackson
 
THE CREATIVE THAT CRACKS THE CODE
THE CREATIVE THAT CRACKS THE CODE THE CREATIVE THAT CRACKS THE CODE
THE CREATIVE THAT CRACKS THE CODE Sameer Mathur
 
AdAge Digital Conference 2012 Recap
AdAge Digital Conference 2012 RecapAdAge Digital Conference 2012 Recap
AdAge Digital Conference 2012 RecapEmily Reeves Dean
 
Future of advertising
Future of advertisingFuture of advertising
Future of advertisingmariethetwit
 

Similar to Putting the cart before the horse (20)

Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014
Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014
Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014
 
Canneslions2012 areyouready-120711161123-phpapp02-3
Canneslions2012 areyouready-120711161123-phpapp02-3Canneslions2012 areyouready-120711161123-phpapp02-3
Canneslions2012 areyouready-120711161123-phpapp02-3
 
Mind Blowing Lessons from the Cannes Lions 2012
Mind Blowing Lessons from the Cannes Lions 2012Mind Blowing Lessons from the Cannes Lions 2012
Mind Blowing Lessons from the Cannes Lions 2012
 
The Worlds Leading Independent Agencies 2012 - SAPIENTNITRO PROFILE
The Worlds Leading Independent Agencies 2012 - SAPIENTNITRO PROFILEThe Worlds Leading Independent Agencies 2012 - SAPIENTNITRO PROFILE
The Worlds Leading Independent Agencies 2012 - SAPIENTNITRO PROFILE
 
What Digital Planning Is Not
What Digital Planning Is NotWhat Digital Planning Is Not
What Digital Planning Is Not
 
A job profile for the post-digital planner
A job profile for the post-digital plannerA job profile for the post-digital planner
A job profile for the post-digital planner
 
GOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONG
GOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONGGOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONG
GOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONG
 
Cannes Lions 2015: The truly useful trends
Cannes Lions 2015: The truly useful trendsCannes Lions 2015: The truly useful trends
Cannes Lions 2015: The truly useful trends
 
The future of integrated campaigns: the art of transmedia planning
The future of integrated campaigns: the art of transmedia planningThe future of integrated campaigns: the art of transmedia planning
The future of integrated campaigns: the art of transmedia planning
 
Brand experience and marketing trends from Cannes Lions 2014
Brand experience and marketing trends from Cannes Lions 2014Brand experience and marketing trends from Cannes Lions 2014
Brand experience and marketing trends from Cannes Lions 2014
 
Creative Disruption - A Visual Résumé
Creative Disruption - A Visual RésuméCreative Disruption - A Visual Résumé
Creative Disruption - A Visual Résumé
 
grow Thoughts Issue 8
grow Thoughts Issue 8grow Thoughts Issue 8
grow Thoughts Issue 8
 
Digital Summit 2016: The Digital Nomad Marketing Strategy
Digital Summit 2016: The Digital Nomad Marketing StrategyDigital Summit 2016: The Digital Nomad Marketing Strategy
Digital Summit 2016: The Digital Nomad Marketing Strategy
 
Client of the Future by Gringo / SoDA DMO
Client of the Future by Gringo / SoDA DMOClient of the Future by Gringo / SoDA DMO
Client of the Future by Gringo / SoDA DMO
 
Fallon Brainfood x MNAMA: Being Digital
Fallon Brainfood x MNAMA: Being DigitalFallon Brainfood x MNAMA: Being Digital
Fallon Brainfood x MNAMA: Being Digital
 
Ad agency x digital: how to get it right?
Ad agency x digital: how to get it right?Ad agency x digital: how to get it right?
Ad agency x digital: how to get it right?
 
Killer Content Marketing for Boring Brands
Killer Content Marketing for Boring BrandsKiller Content Marketing for Boring Brands
Killer Content Marketing for Boring Brands
 
THE CREATIVE THAT CRACKS THE CODE
THE CREATIVE THAT CRACKS THE CODE THE CREATIVE THAT CRACKS THE CODE
THE CREATIVE THAT CRACKS THE CODE
 
AdAge Digital Conference 2012 Recap
AdAge Digital Conference 2012 RecapAdAge Digital Conference 2012 Recap
AdAge Digital Conference 2012 Recap
 
Future of advertising
Future of advertisingFuture of advertising
Future of advertising
 

Recently uploaded

EAPJ Vol VIII February 2024.pdf
EAPJ Vol VIII February 2024.pdfEAPJ Vol VIII February 2024.pdf
EAPJ Vol VIII February 2024.pdfDarryl_Carr
 
Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...
Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...
Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...Lviv Startup Club
 
ERC manifesto for small business growth and productivity - Vicki Belt
ERC manifesto for small business growth and productivity - Vicki BeltERC manifesto for small business growth and productivity - Vicki Belt
ERC manifesto for small business growth and productivity - Vicki Beltenterpriseresearchcentre
 
The value chain is a concept that describes the full range of activities and ...
The value chain is a concept that describes the full range of activities and ...The value chain is a concept that describes the full range of activities and ...
The value chain is a concept that describes the full range of activities and ...Hamed Mehrzadegan
 
Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...
Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...
Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...MiMOiQ1
 
Entrepreneurship Skills, Attitude & Behavior Development
Entrepreneurship Skills, Attitude & Behavior DevelopmentEntrepreneurship Skills, Attitude & Behavior Development
Entrepreneurship Skills, Attitude & Behavior DevelopmentVisionPublisher
 
Suau, Lucas Project and portfolio 1 assigment 1 February 12,2024.pdf
Suau, Lucas Project and portfolio 1 assigment 1 February 12,2024.pdfSuau, Lucas Project and portfolio 1 assigment 1 February 12,2024.pdf
Suau, Lucas Project and portfolio 1 assigment 1 February 12,2024.pdfluxsuau
 
The Penta Model of Strategic Choices (summary)
The Penta Model of Strategic Choices (summary)The Penta Model of Strategic Choices (summary)
The Penta Model of Strategic Choices (summary)Mihai Ionescu
 
Firms’ response to climate change and digital technologies – insights from an...
Firms’ response to climate change and digital technologies – insights from an...Firms’ response to climate change and digital technologies – insights from an...
Firms’ response to climate change and digital technologies – insights from an...enterpriseresearchcentre
 
Busse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdf
Busse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdfBusse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdf
Busse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdfdabusboy5246
 
IPR Collaborators for Change Report: Research on the Relationship Between Com...
IPR Collaborators for Change Report: Research on the Relationship Between Com...IPR Collaborators for Change Report: Research on the Relationship Between Com...
IPR Collaborators for Change Report: Research on the Relationship Between Com...Olivia Kresic
 
Dive into Machine Learning Event--MUGDSC
Dive into Machine Learning Event--MUGDSCDive into Machine Learning Event--MUGDSC
Dive into Machine Learning Event--MUGDSCRakshaAgrawal21
 
TriStar Gold Corporate Presentation Updated February 2024
TriStar Gold Corporate Presentation Updated February 2024TriStar Gold Corporate Presentation Updated February 2024
TriStar Gold Corporate Presentation Updated February 2024Adnet Communications
 
YENI MODEL 11 CI SINIF SINAQLARI - 10.pdf
YENI MODEL 11 CI SINIF SINAQLARI - 10.pdfYENI MODEL 11 CI SINIF SINAQLARI - 10.pdf
YENI MODEL 11 CI SINIF SINAQLARI - 10.pdfhlopchik1415
 
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...martusikushik
 
January’s Producer Price Index increases to 4.7%
January’s Producer Price Index increases to 4.7%January’s Producer Price Index increases to 4.7%
January’s Producer Price Index increases to 4.7%SABC News
 
Session 1 Intro & InoVet it - JAX Bridges
Session 1 Intro & InoVet it - JAX BridgesSession 1 Intro & InoVet it - JAX Bridges
Session 1 Intro & InoVet it - JAX BridgesAnamaria Contreras
 
Equinox Gold March Corporate Presentation
Equinox Gold March Corporate PresentationEquinox Gold March Corporate Presentation
Equinox Gold March Corporate PresentationEquinox Gold Corp.
 
Bloomerang - Get More Major Gifts From Donors Already Around You.pdf
Bloomerang - Get More Major Gifts From Donors Already Around You.pdfBloomerang - Get More Major Gifts From Donors Already Around You.pdf
Bloomerang - Get More Major Gifts From Donors Already Around You.pdfBloomerang
 

Recently uploaded (20)

EAPJ Vol VIII February 2024.pdf
EAPJ Vol VIII February 2024.pdfEAPJ Vol VIII February 2024.pdf
EAPJ Vol VIII February 2024.pdf
 
Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...
Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...
Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...
 
ERC manifesto for small business growth and productivity - Vicki Belt
ERC manifesto for small business growth and productivity - Vicki BeltERC manifesto for small business growth and productivity - Vicki Belt
ERC manifesto for small business growth and productivity - Vicki Belt
 
The value chain is a concept that describes the full range of activities and ...
The value chain is a concept that describes the full range of activities and ...The value chain is a concept that describes the full range of activities and ...
The value chain is a concept that describes the full range of activities and ...
 
Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...
Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...
Ensuring Financial Integrity: Conducting Effective Audits of Branch Office Ac...
 
Entrepreneurship Skills, Attitude & Behavior Development
Entrepreneurship Skills, Attitude & Behavior DevelopmentEntrepreneurship Skills, Attitude & Behavior Development
Entrepreneurship Skills, Attitude & Behavior Development
 
Western Alaska Minerals Corporate Presentation
Western Alaska Minerals Corporate PresentationWestern Alaska Minerals Corporate Presentation
Western Alaska Minerals Corporate Presentation
 
Suau, Lucas Project and portfolio 1 assigment 1 February 12,2024.pdf
Suau, Lucas Project and portfolio 1 assigment 1 February 12,2024.pdfSuau, Lucas Project and portfolio 1 assigment 1 February 12,2024.pdf
Suau, Lucas Project and portfolio 1 assigment 1 February 12,2024.pdf
 
The Penta Model of Strategic Choices (summary)
The Penta Model of Strategic Choices (summary)The Penta Model of Strategic Choices (summary)
The Penta Model of Strategic Choices (summary)
 
Firms’ response to climate change and digital technologies – insights from an...
Firms’ response to climate change and digital technologies – insights from an...Firms’ response to climate change and digital technologies – insights from an...
Firms’ response to climate change and digital technologies – insights from an...
 
Busse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdf
Busse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdfBusse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdf
Busse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdf
 
IPR Collaborators for Change Report: Research on the Relationship Between Com...
IPR Collaborators for Change Report: Research on the Relationship Between Com...IPR Collaborators for Change Report: Research on the Relationship Between Com...
IPR Collaborators for Change Report: Research on the Relationship Between Com...
 
Dive into Machine Learning Event--MUGDSC
Dive into Machine Learning Event--MUGDSCDive into Machine Learning Event--MUGDSC
Dive into Machine Learning Event--MUGDSC
 
TriStar Gold Corporate Presentation Updated February 2024
TriStar Gold Corporate Presentation Updated February 2024TriStar Gold Corporate Presentation Updated February 2024
TriStar Gold Corporate Presentation Updated February 2024
 
YENI MODEL 11 CI SINIF SINAQLARI - 10.pdf
YENI MODEL 11 CI SINIF SINAQLARI - 10.pdfYENI MODEL 11 CI SINIF SINAQLARI - 10.pdf
YENI MODEL 11 CI SINIF SINAQLARI - 10.pdf
 
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...
 
January’s Producer Price Index increases to 4.7%
January’s Producer Price Index increases to 4.7%January’s Producer Price Index increases to 4.7%
January’s Producer Price Index increases to 4.7%
 
Session 1 Intro & InoVet it - JAX Bridges
Session 1 Intro & InoVet it - JAX BridgesSession 1 Intro & InoVet it - JAX Bridges
Session 1 Intro & InoVet it - JAX Bridges
 
Equinox Gold March Corporate Presentation
Equinox Gold March Corporate PresentationEquinox Gold March Corporate Presentation
Equinox Gold March Corporate Presentation
 
Bloomerang - Get More Major Gifts From Donors Already Around You.pdf
Bloomerang - Get More Major Gifts From Donors Already Around You.pdfBloomerang - Get More Major Gifts From Donors Already Around You.pdf
Bloomerang - Get More Major Gifts From Donors Already Around You.pdf
 

Putting the cart before the horse

  • 1. Putting the cart before the horse The death of the big idea in the digital world panos papadopoulos, november 2011
  • 2. once upon a time in advertising Clients and agencies alike racked their brains searching for the big idea.
  • 3. the big idea It had to be original, engaging and BIG enough to run the 360 ̊marathon. It was the springboard of every great campaign. The golden fleece of planning. The mantra of every adman.
  • 4. once you nailed it, it was smooth sailing Campaign planning was easy. Creative work would spring out effortlessly. The process held the dual promise of happy clients and of awards galore.
  • 5. the buzzwords of the time Continuity, campaign coherence, consistent cross-media messaging. Campaigns were judged on flow and logical expression of the message across touchpoints.
  • 6. coherence was the name of the game The big idea was the compass. Creative executions at every touchpoint had to point towards the campaign’s true north.
  • 7. A world of one-way media. Creative and media planning revolved around a TVC. And the pinnacle was always the 360˚ campaign. that was then
  • 8. this is now Siphoning budget out of traditional channels and into digital. Creative use of technology. Social media is the playground of choice for agencies and marketeers alike.
  • 9. agencies are jumping on the digital bandwagon Mastery of digital makes them look sharp, en vogue.
  • 10. clients respond enthusiastically to digital fireworks Digital charms clients. It’s media-cheap and looks impressive. Continuous technological change can coat a brand in coolness and promise – often falsely- instant success to a marketeer.
  • 11. this is the “each day, something new” era Digital mutates communication in speeds that make developments hard to follow. It’s “blink-and-you’ll-miss-it”. From one week to the next, cutting-edge becomes antiquated. And the geek-labs produce stuff that would put Pixar to shame.
  • 12. selling innovation for innovation’s sake It doesn’t need to follow a brand logic or a campaign strategy. It doesn’t even need to make much sense. As long as it scores high in the “WOW” scale, clients are happy.
  • 13. galloping innovation brushes aside strategy As a result, there is decreasing demand for Strategic Planners, who are being replaced by “Creative Technologists” (who are often little more than glorified IT specialists).
  • 14. consequently, coherence is declining Brands become increasingly schizophrenic, behaving traditionally in “old-school” channels and erratically in digital channels.
  • 15. the big idea is disappearing from view After all, a big idea used to serve as a frame of reference and compass. In a dystopia where logic is in low demand, the big idea seems to have no role to play.
  • 16. so, is the big idea a relic of the past? (correct answer = no) Are we past the need for logic and structure in communication? Not by a long shot. In this rapidly changing media environment, logic and structure carry even more weight. Brands that project themselves coherently will always have the advantage.
  • 17. big idea revisited = connecting idea The big idea needs to be remodelled, to combine the traditional role of the big idea and at the same time tick the boxes of the digital era. So, it needs to communicate in two ways: 1. Connect the touchpoints, holding the communication edifice together. 2. Connect people in the social space by being a sharp, provocative, socially-relevant conversation-starter.
  • 18. putting the horse back where it belongs The connecting idea can only work if it dominates gratuitous technological exhibitionism.
  • 19. no more Dr Jekyll & Mr Hyde Digital initiatives have to remain loyal and true to the connecting idea. After all, they should not be fireworks but should instead serve a higher purpose: that of fuelling dialogue in the social space, while never betraying the brand.
  • 20. the moral of this fable No matter what you call it, no matter where you use it, you still need it. Fragmented communication, digital or not, is never a good thing, is it?
  • 21. panos is a planner, fringe traveler and wannabe free thinker papadopoulos.panos@gmail.com thanks to kurt beren geiger and to stan gruel, as usual.