What is the key idea behind BBDOs slogan, “the work, the work, the work”?
Consumers have more ability than ever to switch from things that aren’t interesting and valuable to them. Unless you can create really compelling work, the rest doesn’t count. You have to identify the right target audience to work out what the most persuasive content or strategy is, but that isn’t enough — unless you create an experience that is sufficiently engaging and valuable. Q: What is your definition of innovation? A: I think the most innovative products or campaigns are where you take something that isn’t new but do it so much better and faster than anyone. Innovation isn’t inventing something entirely new, but when you find what consumers are already doing and do it much better and cheaper and faster. Q: What your views on social media? A: I am a big fan of it because consumers are. Great social media have made it really easy for people to do what they’ve always done, which is to stay connected. Agencies have to be responsible in how we try to play in that arena because it
