As advertising people, the odds of us crafting a single campaign that lasts for years and years are getting slimmer and slimmer. The attention span—both as maker and consumer of stuff—is too short.
This has implications about how we in the business have to change to succeed. It means we have to widen our horizons, be interested in everything, learn about everything. You need lots of context.
It also means we all need to make a lot of stuff. You should have 5 or 10 diverse projects in the works at any one time. Hit fast. Succeed or fail quickly. Learn from it. Go on. If this sounds hard, it’s because it is.
Wise words from Jeff Goodby in the 35th Anniversary issue of Adweek. You can see the full story here, I condensed it some.
And it looks like British Airways is one of those with a bunch of diverse projects in the works, if this brilliant idea is any indication: