The medium is not the idea

I have seen many media types pretend to be things they are not.

Life saving billboards, career enhancing banner ads, you name it – don’t fall into the trap.

The problem you face as a brand owner or an advertiser is that each time your agency comes to you with an idea that starts with “this is not a banner, it’s a …” or “this is not a billboard, it’s a …”; your brand stops becoming the hero. The attention is diverted to the tactic. You lose.

Your agency will get the case study, they’ll win an award for creative use of media, technically, so will you – but people seldom remember the brand over that cool billboard made out of money.