Friday, June 23, 2006

Simplicity Celebrated

It's always good when simplicity is hailed. Our times are filled with chaos, images, words, complexity. Often, unnecessarily. Our challenge each day is to cut through the clutter and create messages that people remember. Calls to action that compel people to actually act.

We believe the core message is the strongest. And, apparently, BBDO execs just might agree: "As the world becomes more multidimensional, the things that stand are the simplest concepts," said John Osborn as quoted in USA Today (6/23/06).

So, for those of you ready to accept the challenge: state your desired message, then boil it down to the most important word, and let that one word drive what and how you communicate.
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