Overthinking Can Kill Advertising
I’m in the business of overthinking.
I recently started working in Strategic Planning at McCann Erickson NY after 7 great months of doing much the same work at StrawberryFrog. We analyze consumer behavior, figure out a brand’s stance in the marketplace, consumer perception, and try to figure out where the opportunity is for our clients.
We’re inundated with data; some qualitative and some quantitative, some useful and some useless. Our job is to distill it, to simplify. We have to find that core idea. And it’s hard as hell.
As planners, we are in the know about just about everything happening culturally and our scope of understanding not only has to pass state lines but also international time zones. We have to understand everyone everywhere. I read a book or two a week. I read 3-4 magazines a week. I click tons of distracting links on Twitter and e-mail newsletters every week hour.
All of the best ideas in the history of advertising have been dead simple. Got Milk. Think Different. Just Do It. Hell, I’m not even going to bother naming all of the ones I know.
Dead simple advertising is inspiring, and I think it’s time to celebrate all of those campaigns that we admire for their utter simplicity and impact. Share your favorites in the comments below.
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About The Author
Anthony Perez
Anthony Perez is a scatterbrained insomniac with aspirations of becoming a film director. For now, he's a strategist at McCann NY. He's been a digital strategist/community manager at StrawberryFrog, digital strategist at the social media agency Conversation, digital media planner at Flying Point Media, and even did door-to-door sales for Quill office supplies. He also helped do research for Greg Verdino's upcoming book microMARKETING.
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