menu

Ed Cotton: Great Ideas Now: A How To Guide

Ed Cotton: Great Ideas Now: A How To Guide
Advertising

When it comes to benchmarking greatness in the world of communication, it's never been tougher. The old formula of making a better 30 second spot than 99.5% of the output, doesn't suffice any more.

Ed Cotton, BSSP
  • 7 march 2011

When it comes to benchmarking greatness in the world of communication, it’s never been tougher.

The old formula of making a better 30 second spot than 99.5% of the output, doesn’t suffice any more.

The presentation above tries to imagine both a framework and a discipline for getting to great ideas.

It argues that as soon as we organized the communication world into nice neat boxes and assigned singular disciplines to them, the model broke down.

We now in a world where the boundaries between things like commerce and entertainment have blurred and we are about to embrace a new future where ideas connect and flow seamlessly around and across channels.

To operate in this new world requires three things.

(Continue reading here.)

Ed Cotton is the Director of Strategy at BSSP, and is curious about all things relating to brands, marketing and culture. Read more at influx insights.

influx insights banner

+#advertising
+#technology
+account planning
+Advertising
+Culture
+ed cotton
+influx insights
+Marketing
+new ideas
+planning
+Retail
+technology
+Work & Business
Trending

NYC Announces A Massive $136 Million Creative Hub In Brooklyn

Cities
TREND REPORT


NEW: ENTERTAINMENT DEBRIEF
Media in the age of omnipresent tech


DOWNLOAD NOW

PSFK MEMBERSHIP


JOIN RETAIL INTELLIGENCE PLATFORM
Get access to retail reports and 20,000 retail insights


LEARN MORE

Asia Yesterday
Automotive Yesterday
No search results found.