“If you depend on figuring out which old media, new media, internet media, cellphone media or whatever media is right before you have a creative idea that makes that medium actually necessary or work harder, the best result you can expect is to be only as good as your competition — and not better. All those media and internet choices are available pretty much to everyone. However, if you start with a brilliant creative idea you are instantly setting yourself up to do better than the competition since the best ideas are unique, interruptive and make any media idea work harder for you.
Net net, don’t settle by getting excited about some new way to reach people, or any of the numerous new internet and cell phone ad delivery systems. Not good enough. Think about the creative idea that engages and activates and keep the media options available as part of the idea. This side by side sign that went up to get consumers to visit Legal Sea Foods near the Boston Aquarium uses the aquarium logo and importantly comes out of a single creative idea that incorporates the creative and the medium in one thought. Brilliant and effective.” – ELLIS VERDI