Chapter 3Aligning for Win-Win-Win Impact

The days of creating something that people don't need (or that hurts people) and yelling at them about it from the rooftops so that they buy it are waning. These businesses will soon be space junk.

— Mark Pollard, EVP, Director of NY Planning, Edelman (2012)

In this part of the book we offer a model that represents the best of what advertising could/should be five or so years into the future. We asked our collaborators to suspend the tyranny of the moment and get out of the current maelstrom, but not so science-fiction that it would seem completely unattainable.

What we gleaned from their insights is a very radical change from most of what is currently practiced. We are seeing many who are making pioneering moves and major investments in this direction, and we are hearing from many others who are working to share and spread this vision. Here, for example, is what Faris Yakob, founder and principal of Genius Steals, writes regarding what advertising could and should be:

  1. A much broader definition of advertising
  2. As the creative solution to business problems
  3. Or the commercial leverage of creativity
  4. At its broadest
  5. Not just the development and distribution of pre-determined commercial units
  6. Different kinds of thinkers able to concept, articulate, and execute ideas that lie far outside the units of the past
  7. An embrace of strategic experimentation
  8. An understanding that technology is a medium
  9. That art and copy are not the only creative elements ...

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