Part four of a five-part interview series about the challenges and opportunities that social media presents to the brand idea.
“Each brand can only own one word,” Maurice Saatchi proclaimed to the marketing industry at the 2006 Cannes Lions
festival. “Take great care before you pick your word.” Saatchi’s position was that, in a multi-platform, multi-device media world, only “brutally simple” brand ideas break through. With the rise of social media, today’s marketing ecosystem has only grown more complex. This forces the question of whether a single brand idea can realistically address all the needs of the brand. I talked to Lee McEwan, group planning director at JWT London
, about whether there is a model for brand ideas better equipped to hold its own in an increasingly fragmented media environment. (more...)