Off Strategy
08. feb. 2013 Posted by Eriks

I do challenge the "strategy" approach to advertising. I think strategy has become a false idol which was at very heart of every bad advertising since 1990. Strategy was a great thing when it was a lighthouse.  It isn't anymore when it became a God to woship. As of nowdays "strategy" mostly means predictable > same > boring > invisible. Isn't advertising ment to surprise? Isn't it ment to cause this WOW I WANT TO SEE IT AGAIN factor? If everything is on strategy, nothing is on strategy. Where's the miracle, dude? Nature doesn't have a strategy. Love doesn't. I'd wish to see 100 bright off-strategy ideas rather than 100 on-strategy mediocricities. Can "Surprise me!" become a strategy once again? Thank you very much, strategist haters welcome.

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