Comments on: A Failed Philosophy of Invention: Why Advertising Ideas Suck.

By: RENGACORP

RENGACORP — Thu, 12 Nov 2009 04:31:42 +0000

It boils down to quality content that has a current sense of humor. Micro movies with a macro message.

By: Gareth

Gareth — Sun, 19 Apr 2009 01:00:07 +0000

andy
i actually don’t think we are disagreeing. 2 things:

1. the importance of a social idea to me was to get us thinking about making stuff (conceptually and tangibly) that encouraged participation, not simply think a media channel or technology will solve that. it’s about building in this space for people (as mark earls talked about the other day designing people into your marketing). That’s the fundamental issue i think not just for ad agencies, but marketing people, in general need to address.

2. totally agree with the importance of build. To have social value you need to do something.

i think we’re not a million miles apart. i think ‘socialness’ needs to be built in, regardless of the context of the technology or platform. and actually i think thinking of social ideas will help develop new technologies and platforms eg nike+.

we could always debate this and make a podcast:)

By: Kelly Eidson

Kelly Eidson — Sat, 18 Apr 2009 20:14:08 +0000

I completely agree – we’re not in the idea business anymore. The world has too many ideas (and too many people expressing them) to make sense of it all.

If there’s any way for agencies (or anyone for that matter) to add value it’s by connecting them and expounding on them in interesting ways (into inventions or platforms or experiences or whatever term people choose to apply here).

The business has historically tried to simplify massive amounts of information into 7 words to put on a billboard. Now we have to take 7 words of an idea and add to it – make it more expressive and nuanced for different people. I think the second sounds like much more fun.