Recently there have been dark days in most markets. The world has changed too fast for too many businesses. Research shows that in a couple of years, consumers will be bombarded with an average of 1.3 marketing messages every waking hour (Stephen Byrne, Diffusion Jupiter Media Metrix).

Yet many agencies today still cling to old ways, and allow their clients to spend millions careening down known dead ends that are already littered with ‘me-too wreaks’!

Dead campaigns to dead audiences!

Advertising is communication. The result of advertising is measured not by what is said, but by what people understand. People see ‘inventiveness’ as the most desirable quality in a company. They don’t want to learn about product features, they want entertainment, empathy and engagement. Bottom line is, people are no longer interested in the type of advertising the clients have done for decades.

No point arguing, people are the ultimate jury.

The question is: How to communicate creatively? How to break through the clutter?

Someone said if you want to be noticed in a jumbled world, be ruthlessly simple. It is much easier to be complex than to be simple. Simplicity is one of the most definite characteristics in advertising and maybe one of the most forgotten. Being simple is communicating a new idea using the least possible number of elements, creating something so strong and powerful in its simplicity that it ends up generating a fabulous reaction in whoever is exposed to it.