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At Issue } essential reading

Are You Building Concepts or Conversations?

Tom Martin
Friday, May 29, 2009

When I first got into the ad biz and during my college studies the big thing that was repeatedly hammered into my young, impressionable mind was the need for every ad and ad campaign to have a "concept." A concept was that big idea, that creative aha that would simultaneously capture the consumer's attention and drive home a key benefit of the brand being advertised. And in the world of interruption based marketing, that makes sense. And to a lesser degree, today, it still does. But here is the rub. Here is the big thing that I think many of my fellow advertising folk haven't quite figured out. In the world of social media and web based marketing, you don't need a concept. Why? Because social and by and large digital isn't an interruption based communication platform. It's invitation based.

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