We work in one of the world’s most exciting industries. One that has to constantly reinvent the ways in which we connect with our audience. The medium may be continually changing, and the goalposts alongside them but the one thing that will always remain constant is a good idea. Get that right, and the rest just flows.
You hear the term ‘fluid’ a lot. But it really works. Cut out the processes, the layers, the ‘passing of the buck’ from one department to another. Work together. Work collaboratively and always work towards the same goal. Oh, and a good idea really can come from anywhere, from anyone at anytime. And when it does, embrace it and let everyone own it and build it.
The best ads transcend the industry chatter and make it into genuine conversation in culture. One of my favourite examples of this recently has to be #OptOutside by REI. Convincing a client to close their stores on the nations biggest retail day?! Imagine being in the room when that one was sold. Genius.