Sunday, February 25, 2007

the line!


Why is there a line? someone explain it to me....
I have heard of such things as:
Through the line
More than a line
Beyond the line
WHY A LINE
my take on it is
The moment we create a line, we create a boundary...we limit ourselves..
take a piece of paper...not matter what size or where you draw a line..you have suddenly created a boundary..you have split the paper....
By doing so we limit ourselves and make it harder for a holistic approach to advertsing...
sure for marketing 101 or sentimental reasons have a line, but other wise when we approach the brief lets not start with a line...actually lets not have a line at all
its not about ATL, BTL its about 360!
this is where planning should come in... I truly belive a planner should be
MEDIA NEUTRAL and CONSUMER CENTRIC

1 comment:

Anonymous said...

Good words.