The Imaginary Handcuffs

Love this article from Adweek.com.

My favorite quote is about idea briefing:

"Traditional briefs are about the brand, not the customer," says David Kenny, managing partner at Publicis's digital strategic initiative, VivaKi. "Digital is about the customer; you create around wherever they are. You start with human beings and then ask why your product is relevant to them."

I’ve personally struggled with trying to articulate why I’m not a fan of certain campaigns and I think this captures that “so what?” mentality that’s moving advertising away from awareness focused to relevancy focused.