Drawing The Story Out Of The Brand

Shelly Lazarus, the CEO of Ogilvy & Mather, is speaking my language.

“Brands are more than checkbooks to develop content. Brands are cultural artifacts that have inherent story values. We see ourselves as being both in the entertainment business and the product business.”

But she loses me here:

“We can come up with a brand idea, but we can’t do programming. We wouldn’t start to even try.”

Why wouldn’t we try? In my opinion, we in the agency business need to do the work. It goes without saying that we’d partner with our friends in the production community to create advertainment, just like we do with advertising.
[via Ad Age]



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.