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Moving Madison
Avenue: Finding Advertising Ideas Elsewhere
For decades, advertising agencies have had a monopoly on building great
ideas. As I recall, the former CEO of BBDO worldwide once told me, "Our
stock is people. Every day the elevator goes up, our stock is full of
staff—of ideas-generating people. Every evening our stock is depleted when
people leave the building."
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When I was a kid, I used to read something called the "Blue Paper." It was a
publication with a ton of classified ads, all categorized into every
possible subject you could think of.
I loved it. But I always wondered whether everything appeared in the paper.
To a small boy, the ads represented a world of choice. But what if the Blue
Paper really opened up a global marketplace?
Well, we now know what the future held—to this point in history anyway.
Years later eBay appeared—in a shape and format not many could have
imagined. Of course, anyone who could have imagined such a revolution is
likely to be enjoying a happy retirement by now.
Now imagine the same for great ideas. For decades,
advertising agencies have
had a monopoly on building great ideas. As I recall, the former CEO of BBDO
worldwide once told me, "Our stock is people. Every day the elevator goes
up, our stock is full of staff—of ideas-generating people. Every evening our
stock is depleted when people leave the building."
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