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Ed Cotton: Great Ideas Now: A How To Guide

Ed Cotton: Great Ideas Now: A How To Guide

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

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.

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