The old rules of creative strategy are holding you back.
The old rules are not your friends anymore. It’s time to let them go.
Look to the new rules to guide you.
Old rules -> New rules
Consistency -> Consistent surprise
Endorsement -> Cultural relevance and buzz
Investment as currency -> ideas as currency
Announcement -> Conversation
Advertising -> Advertising, Collateral, Environment, Events, Publicity, Website (Experience)
Retail frames branding -> Retail is branding
Medium dictates ideas -> Ideas dictate medium
Content -> Context
Write out your next creative execution as a press release. Is it real news? Is it something no one has ever seen before? Would it run on the front page of major media outlets? Does it change culture? Will it rattle cages? Is it startling? Shocking? (Hint: If it’s not truly new, it’s not news.)
If your advertising is not making PR then you’re wasting your time, you’re wasting your money.