OK, after a nearly one year hiatus, we’re back. I agree, it’s been too long. There really is not enough rich discourse out there about what’s really important in marketing, and why we do it in the first place. Which is pretty much what this blog, Idea Driven Marketing, is all about.

And what excellent timing for this re-launch. Seemingly to herald our return, the New York Times and its estimable ad columnist Stuart Elliott delivered yesterday an article which features some of the industry’s biggest poobahs blathering on about the ad industry’s longstanding tug of war between creativity and accountability. Elliott’s column was reported from the American Association of Advertising Agencies’ (the so called Four A’s) annual management conference, this year coming to us from that marketing Mecca Naples, FL.

The article includes the triumphant return of Howard Draft, CEO of DraftFCB, fresh from his winning the big Kmart account, which came just in time to resuscitate Howard’s reputation. Draft was of course still licking his wounds from losing Wal-Mart, after his agency initially won the business in one of the biggest account acquisitions in recent years. (I am sure you are all too aware of what now has become known as L’Affaire Roehmer.) Draft could barely contain his glee in his speech to the tassel-loafered Four A’s assemblage. He was back and clearly relieved to be there. His speech focused on his favorite subjects of accountability, consumer data and performance. Draft noted that effective creativity comes from great strategy, which is all about having the "behavioral intelligence" nailed. OK, we agree that’s part of it.

Chuck Brymer, CEO of DDB, had a different spin on the subject. He said "data is no substitute for creativity." But, Brymer did make a case for more "predictive analytics" and "advanced research techniques" that would help his DDB colleagues figure out what to say and illustrate in their creative campaigns. So far so good!

Susan Gianinno, CEO of Publicis USA, weighed in with the predictable comment that user generated content and the new market power of consumers constitute a trend "unlike most anything I’ve seen in my career." ("Most anything"? I wonder what else she might have been referring to?)

Hmm. The rest of the meeting seems to have served up more of the same. The heavyweight agency types making "bold statements" about trends and issues that they hope will brand them as industry "thought leaders." The more things change in the ad industry, the more they really do stay the same.

The tension between creativity and accountability (the ad industry’s historic battle between "left brain" and "right brain") is a perfect segue into a major topic that will be explored regularly in this blog. Namely, what truly is important in marketing and communications? And, what makes the difference between a successful campaign and program, and what is necessary to effectively engage consumers and customers, not just get their attention?

The answer to these questions is so incredibly simple: Ideas. Yes, ideas are the foundation of any successful marketing effort. But, you wouldn’t necessarily know that judging by what passes for great marketing and communications these days. (Much, much more on this in future posts!)

Idea Driven Marketing will recognize and celebrate great ideas in marketing, and shine a light on where and how we marketers and communicators can do better. This blog will offer up suggestions and strategies for coming up with great marketing ideas (it’s neither as easy nor as complicated as you might think), and suggest a new model that can help agencies and clients do a much better job of creating mutual marketing success (which is what we all should be focused on in this business).

I will start by laying out my equation for developing great marketing ideas. It is amazingly simple:

Big Ideas = Deep Understanding + Broad Curiosity + Fearless Creativity

That’s it! But you’ve got to get the mix just right, which is easier said than done.

Big Ideas are what drive successful marketing and communications. Not accountability or deep analytics alone. Not brilliant research and consumer insights by themselves. And certainly not breakthrough creativity by itself. The idea comes from balancing all of these ingredients. And getting the mix just right.

The perfect analogy is Italian cooking. It is all about the freshest ingredients (always in season), perfectly combined and never over worked (this is what separates Italian cuisine from the frequently overwrought French cooking). A wonderful Italian dish (really only available in Italy) is like a Big Idea. It is at once a revelation and a celebration. It engages all the senses and is truly memorable. And, it delivers huge satisfaction. Right down to the soul.

Big Ideas also do that. And so do memorable and successful marketing campaigns.

Big Ideas are what drive marketing. Stay tuned for future posts. We’ll have much more to say and offer on this subject.

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