Rigorous Magic: Communication Ideas And Their Application

In the marketing and communication world, ideas used to have a simple, passive function: they informed or entertained. They placed either information or entertainment in front of consumers, in the hope of eliciting a purchase reaction. There was no sense of engagement.

But advertisers have begun to think globally and their brands have diversified dramatically. So have agencies. Alongside the traditional advertising agencies, there are PR, brand, media, below-the-line and dozens of other niche specialist agencies. The media world has seen a similar explosion of channels, as consumers take control of the way they access information. Today’s advertisers are looking for something more. They’re looking for ideas that will actively change consumer behaviour – a far more complex challenge. Within this changing landscape, a more sophisticated portfolio of ideas has evolved: ideas that can enhance and develop consumer relationships, work in any media environment and, crucially, deliver precise results.