TRENDS 2007

Are We Brave Enough?

The breakup of traditional media channels, shorter audience attention spans, growth of user-generated content, and the emergence of alternative tactics have left marketing executives grasping for the new "fresh idea"—the magic creative bullet and hot new tactic that will deliver in wildly successful ways. This used to be known as "thinking outside the box," until the phrase became so well worn that it's now inside the box.

The reality is, a new idea or truly original approach is often too unproven or risky for most clients and even agencies to pull the trigger on. Edgy ideas sound great at concept time. But it takes a project team (both agency and client) with vision and not a small amount of guts to truly break new ground. There is no safe place where the trail is being blazed. Remember that the next time your stomach is in a knot over a campaign idea. If it is, don't kill it just yet. It's one sign you might be on to something special.

—Bryan Cummings, Chief Creative Officer