Big' has been the historic gold standard of advertising - big ideas delivered in big way by a big name supported by a big budget. It felt a really weird premise when I entered the industry and just plain wrong now.
We live in a culture full of depth, nuance and complexity. Yet we insist on the singular idea and message and keeping it simple. We place all our bets on one idea when we live in an environment where experimentation and diversification is critical to survival.
The wonderful thing about digital is that it's helped create a culture of do then learn thanks to the cost of failure being so low. This is the antithesis of the usual marketing practice of learn then do.
So I think we need to create an environment where we do lots of little things (albeit held together with some sense of purpose). It's a more responsible approach as well as being more fun. And it can make big companies feel small.
