Hacker, Maker, Teacher, Thief: Advertising's Next Generation

Many ways of getting inspired involve minimum effort or time.

Implementing empathy” was kind of the “Intel inside” slogan for us. Without empathy there is no love.

People will want you to be who you already are

The great brainwashed make the “world go round” but they never really change it. For that we need the troublemakers. The troublemakers aren’t smarter than you, they are not luckier, and they are not bestowed with any unique powers. Things don’t come easy to them. What separates them from everyone else is they couldn’t give a f%^& about the consequences of their actions.

Because of this constant brainwashing we are becoming slaves to fear. And how does fear manifest itself? Fear stifles our thinking and our actions. It creates indecisiveness that results in stagnation. You procrastinate indefinitely rather than risk failure.

The fact that the cliché marketing-speak phrase ‘thinking outside the box’ has been around for so long is quite revealing. It suggests the need for a continual reminder to think laterally.

It’s not rocket surgery but it takes discipline, collaboration and real joint energy to make great ideas fly. In my experience, great ideas and advertising has, at its heart, disruption. The power to make you cry, buy or die (laughing, not literally - although that would be truly disruptive). That disruption has to be rooted in truth and executed aggressively. No half measures.

This means we need to help brands have a point of view on the world, not just a position in their category. It means being people positive, not media neutral.

You are the change-makers. The what-iffers, the experimentalists. The creative geeks. You are making a difference.

1. Close the commercial gap