Letting Design And Designers Lead The Way

Paul Isakson, Senior Strategic Planner at space150, wants ad peeps to start thinking like designers, not like ad peeps.

As an industry, we have to stop thinking about things like traditional advertising people. We need to start thinking about things like designers, engineers, architects and the like. We need to think about the action we want people to take and what will be required to make that action happen. We can’t just think about what we want to tell people. Odds are, telling someone to do something won’t be effective alone, if at all. Today’s congested media landscape requires a lot more than a campaign built on 30-second TV ads with a heavy media buy to create any real change. It’s in creating total experiences that we will see success.

Hmmm…sounds like a great argument for inviting experiential agencies to the decision-making table.
Here are some more thoughts from a designer working closely with The Martin Agency:



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.