Tip:
Highlight text to annotate it
X
Well, ultimately, the history of this industry has, is, and
always will be about great creativity and brilliant ideas
that resonate with consumers and enable
them to take action.
We believe, as a firm whose motto is "The place where
great talent lives," believe that the most important
intellectual capital is that which goes up
and down the elevator.
So the ability to tell a story is critical, and the effective
media that most impactful to distribute those ideas will
continue to change.
We think the world, though, has modified itself, in that
we've gone from the pendulum swinging in brand building
from persuasion from traditional media to influence
from trusted sources.
So that's why there's been significant growth of social
media where brands have an emotional attachment with the
consumer, and the consumers and hang out and have an
emotional attachment back to the brand.
But creativity is a critical aspect of the success of
advertising, and it will continue to be going forward.
Whether it's Barry Diller talking about movie of the
week didn't test very well, but he intuitively believed it
was going to be a brilliant idea for ABC, and it was very
successful.
Some of our best campaign ideas were actually turned
down by the client, but we actually pursued them, one of
which was Whopper Freakout, also Subservient Chicken,
where we've had over a billion hits, and
the Coke Zero campaign.
You need to try things.
You don't really know, in advance, what creative ideas
are going to really have a prolific impact on a brand
until you try them.