MediaLinked: Keep It Simple – Old Wisdom for a New Age - Michael Kassan - MediaBizBloggers

Eons ago marketers had a favorite catchphrase quotkeep it simplequotEvery good thought leader knows the power of that ancient advice Any subject or task or field no matter how complex can be understood if you break it down to basics That may be especially true of marketing and media todayEven Albert Einstein whom you may recall was no dummy allowed that quotyou do not really understand something unless you can explain it to your grandmotherquotSpeaking of relativity do you know what the phrase quotGalilean invariancequot means Me neither And truth be told I don39t know how many of us truly grasp the quottheory of relativityquotBut Einstein just kept it simple quotPut your hand on a hot stove for a minutequot he explainedquot and it seems like an hour Sit with a pretty girl for an hour and it seems like a minute That39s relativityquotBoom You are all now lovably eccentric mega minds with weird hairSeriously though while I can39t demystify the cosmos like Einstein could I think I understand the marketing ecosystem as well as and on my good days maybe even better than most And it seems to me that even in our glittering new dig verse keeping it simple is good adviceAdd to that another simple old saw amp8211quotsomething old something newquotamp8212and you have the makings of a smart and actionable modern marketing strategyThis idea has been uppermost in my mind recently as I wrote congratulatory remarks for the induction of our client Unilever North American Media Director Rob Master into the American Advertising Federation39s Hall of Achievement the prestigious award for advertising professionals age 40 and underUnilever39s won just about every award given for marketing excellence and its campaigns by now are iconic Rob was in the middle of most of them and his innovationsamp8212the quotreverse upfrontquot and particularly his approach to utilizing digital and emerging mediaamp8212are why he richly deserves the honor But underpinning all of his efforts isamp8212you guessed itamp8212keeping it simple and uniting something old with something newWhether it39s Dove39s Real Beauty which mixed traditional media with usergenerated plays and of course extraordinary viral efforts or Axe with its adroit combination of channels the implicit philosophy behind all of these campaigns hews perfectly to our friend Albert39s sage adviceEven our grandmothers can get and more importantly are engaged by Unilever39s campaignsThis truth is evident everywhere in the communications ecosystem in any category and every campaign As I wrote previously the Super Bowl has reaffirmed its place atop the platform firmament in large part because of social network buzzamp8212and no doubt new media is a big reason why Fox has already sold out avails for this oldmedia archetype this yearThis month America wentamp8212reluctantly no doubt and grumblingamp8212into the voting booth and Ad Age was moved to report that whoops maybe the Internet isn39t all you need to get elected and TV advertising still works pretty darn wellThere39s a difference after all between simple and simplisticAs Einstein said quotkeep everything as simple as possibleamp8212but not simplerquotMichael E Kassan is Chairman and CEO of MediaLink LLC a leading Los Angeles and New York Citybased advisory and business development firm that provides critical counsel and direction on issues of marketing advertising media entertainment and digital technology Michael can be reached at michaelmedialinkllccomRead all Michael39s MediaBizBloggers commentaries at Michael Kassan MediaBizBloggersCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBlogger

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MediaLinked: Keep It Simple – Old Wisdom for a New Age - Michael Kassan - MediaBizBloggers

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