Think Bigger

‘Tis the season for New Year’s resolutions and forecasts. I’m not sure of their value, but I am sure they’re practically unavoidable on the blahgs I read.
Even Vinny Warren of The Escape Pod has one for us to consider.

2009 will mark a return to the basics of advertising in a big way. and i don’t just mean in a there’s-a-recession-we-have-to-sell-stuff way. I mean a refocusing on what advertising is supposed to do as opposed to “ooh look there’s a new digital thingy let’s obsess about that for ages”. we see a return to big ideas. big ideas that can effortless be incarnated in any medium or platform or whatever. big ideas have, and always had, power. they are infectious and usually elemental. they have intrinsic value. they are WORTH something. they can make or break a brand.
i think at this point we have all digested the idea of the internet and had enough experience of it that we’re not in its thrall anymore. we get it. it has its uses. but it’s not the only tool available to us. so let’s apply big ideas to to it.

How fast shiny objects lose their gloss today.
In my opinion, this particular shiny object is special, still brand new and FAR from fully understood. So, the obsession will continue. Yet, that’s not to say Vinny is off base. Far from it. The quality of the ideas we bring to this medium has everything to do with how far we can take it. Great ideas can change advertising and the world.

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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.