So Maurice Saatchi made a talked about presentation last week at Cannes on 'the death of advertising and the importance of simplicity'. Sounds controversial? Well perhaps not. His basic tenet - and one that has been at the core of M&C Saatchi philosophy - is that simplicity is key to success (there's apparently graphs that prove this) and that brands must now stand for one word (not the usual three at the heart of most brand onions). M&C have even built a site called onewordequity that expounds on this theory.
Regular readers will know what I think about this - overly simplistic tosh that leads to blands not brands - and I could go on a rant for a while about this. But John Grant does it much more eloquently.