New fangled creative strategy

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.

Older note Newer note