The best place to start is with the end.
Mark Williams
Mortar Agency CEO | Managing Partner & Founder | Marketing Strategy Expert | Brand Development Innovator | Digital Marketing Thought Leader | Master Storyteller | Champion for A-ha Moments
Back in 2017, I had an A-ha about A-has.
That was the year we declared war on a long-time staple of agency orthodoxy.
The Big Idea is done.
Organizing your marketing to deliver on a single hairy, dramatic, ambitious, idea baked in insight and oozing value is kaput.
The concept is no more.
It’s one more example of how not to work in the digital age.
And so too is any process designed to deliver big idea thinking: the horribly inefficient agency chest-thump we call the Big Reveal.
But what, you all asked, should we do instead?
Well dear Mortar fans. Fret no more. The A-ha moment awaits.
Behold. Small ideas can actually hammer big ideas.
The alternative to big thinking is, well, small thinking. And lots of them.
Remember where you heard it first. (Er-that’d be here).
Director of Brand Strategy | Strategic Planning & Communications, Corporate Branding
7 个月Couldn't agree more. The big idea is nothing if no one sees it, again and again and again. That's what keeps me up at night. Who's going to see it? Who is going to care? And how to make them care.
Experienced Marketing Leader | Strategic Advisor | Brand Enthusiast
7 个月As an account person, I always feared the big reveal. The client could either love it or hate it. The meeting could be a huge success or a giant disaster. With A-ha moments, our clients are already bought into process. They are excited, engaged and "fear" is a thing of the past. It's brilliant!