That was the advice that John Hunt (pictured), worldwide creative director at TBWA, had for industry executives at Spikes Asia. The way we talk about our business has been reset by the global economic environment, he said, adding: "This is the best time to be a creative person because your playground is so much larger than before."
He added that the 'idea' is redefining the 'medium'. Anything that affects your consumer is the medium, he said, giving examples of work that used an ATM machine (Absolut), a couch (Nivea), a cup of coffee (local coffee shop) or a jersey (Adidas) as media channels. The big shift was advertising evolving into something that people wanted to share.
He said the value of such ideas was that it generated so much more as earned media than paid media. The best example of this was for The Zimbabwean newspaper.
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