Once you clear away anything that does not stem from what is truly relevant, the best idea will look simple.

Lemon2020

Issue 43: Tear Away The Unrelated

THE MAGIC MUST BE IN THE PRODUCT MESSAGE

The lessons Bill Bernbach left to our industry are always a good reminder to us to strive harder, but even more so now in the middle of the global award season. Our most-honored work must be those ideas that truly impact our client’s business or create real change for the charities we serve. How often to we fall for phony ideas that look great in a jury room, but don’t matter at all in the real world?

“Our job is to sell our clients’ merchandise … not ourselves. Our job is to kill the cleverness that makes us shine instead of the product.“ Our job, as Bernbach instructed us, “is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.”

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