It’s not all about advertisements

Earlier today at W+K, our gracious hosts shared the wisdom of Dan Wieden, “Share ideas, not ads.” That makes me want to take a step back on every project I have ever worked on. An idea has the ability to be present in any form. From TV spots to milk cartons. An ad almost always has an idea, but it’s not always a clear idea. The idea has to be a deeper truth because it is what is going to make the consumer think. If the idea is bad, the consumer may just breeze past and forget about it. But if the idea is good, then the consumer will connect to it. In advertising we want to create a genuine company-consumer connection with hopes that through that we can sell the product or service. It’s important to remember that it is a good idea connects with the consumer, not an ad. So as Dan Wieden said, “Share ideas, not ads.”

Spencer Kupish - 5/8/17