There was a big conference in New York as part of Advertising Week hosted by the AAAA and ARF on engagement. While you can agree and disagree with some of the content, there's lots of food for thought at the blog of the event. To be honest, much of what was said feels like sound common sense, and maybe that's the depressing part. The highlight looking through this was the talk given by Greg Andersen of BBH. As Hugh Macleod scribbled a while ago:
I guess the big thing is to stop the talking, and start the doing.
It really is amazing how common sense it all is. I said this in my interview, but the hardest thing to understand is why engagement is a revolutionary idea. It's scary to think that advertising has been around for this long and so many people are blown away by the idea we should engage people.
Posted by: Noah Brier | October 02, 2006 at 02:24 PM
That's the point, it is common sense ... and too many people forget that because they seek validation on how important and clever they are. [or should I say, THINK they are!]
OK, some common sense isn't exactly common sense [like why we are obsessed with our bloody mobile phones] but in the main, simple, interesting and charming will get you and your clients a very, very long way.
Advertising is more about motivating mothers in Memphis than dining with Investment Bankers in London - and the sooner we realise that, the sooner our industry starts getting some value back.
Posted by: Rob @ Cynic | October 10, 2006 at 08:29 PM