It's about the idea, stupid
The truth is, the transformed media landscape has made incremental cost efficiencies much less compelling to clients than the value of a huge idea and a highly creative communication strategy. To an enlightened client, the scale of your resources pales in significance to the power of your ideas."
- Carl Johnson, CEO , Anomaly
Creative intensity means stepping back from the limitless matrix of touchpoint permutation and finding a brand’s high-value communication opportunities. Why do people work from the assumption that their core idea is incapable of holding a scalable audience? What does it say about the quality of ideas in the industry today?"
- Giles Hedger, CSO, Leo Burnett