technologies change how we connect, not what WE desire.

Mobile, gaming, social, podcasting, TikToking, virtual experiences, the trendiest new cloud-based app. The universe may have gone digital, but the role of an idea is no different today than it was during the days of newsprint when radio was considered non-traditional. 

The goal isn’t simply to make an impression, but to create work that stands out from the crowd and won’t be quickly forgotten with the tap of a screen or swipe of a page. Now, more than ever, brand influence isn’t dependent on the size of a logo, but the scale of the idea and the depth of a story.

As customer behaviors evolve in complexity, A.I. supersedes every layer of the economy and bots crawl around the comment sections embedded in the clickbait, the job of marketing creativity hasn’t changed one iota. Ideas must still be authentic, insightful, meaningful, and, worthy of earning relationship capital and strengthening trust across every platform. Consistency is critical. It also takes work that’s got the guts to stand out and even polarize. The last place you want an idea to be is stuck somewhere in the middle. Extremes are where all the action and interaction is, because awareness and involvement don’t waste their time on meh concepts.

Whether the project calls for promoting bottles filled with a precision carbohydrate formula to athletes, educating homeowners on the economic and environmental virtues of electric vehicles and LED lightbulbs, or developing a campaign to convince folks that the world is a better place when we treat others as we want to be treated ourselves. Breaking out. Gaining traction. Earning influence. Everything boils down to making people feel something. Make 'em laugh. Make 'em cry. Make 'em think. Make 'em cheer. Make ‘em act.

Whatever satellites and smart gizmos tomorrow may bring or how tiny the microprocessors or fast the gig speeds, the creative objective remains the same — connect ideas to the network of biological circuitry we call human emotions.