Wednesday, 9 July 2008

Are great ideas dead?

The complexity of digital media often blurs the lines between "ideas" and "production," particularly as brand building moves from messages to experiences. If the experience is the fulcrum of the effort, it is hard to discount the work that goes into creating that experience as simple production. The best work often erases the distinction.

"The era of everything being based on the great idea is over," says Michael Lebowitz. "Other things have risen to a common level of importance." Without interactive experts to bring ideas to life, he adds, the big ideas are like "a fart in the wind."

"You need an army," says Michael Ferdman, managing director of Firstborn, a New York digital agency. "The idea is going to be spurred by two people, but they need to embrace all kinds of tentacles. It's like a starfish."