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Glad to see you back at it, JD.

Everyone here at my shop was wondering where the ad man was. Was he flying around the country looking to merge with a big agency network? Was he taking a much needed vacation from all of those heavy loaded rfp's? Or was he auditioning to be Donny D's sidekick on The Big Idea?

Regardless, we are all glad you are back. As you know, I have a rule that I don't create my own insightful content, but I sure like to make fun of everyone else's. And I can't write unless you do.

I will be the first to admit that I have never never really done great high concept work. No client of mine has ever had the balls to pull the trigger. So, this comes with no proven experience, but if I had to throw out one rule for really high concept work, I would say that if should be saved for the brand leaders. The established story tellers. Nike. Starbucks. Southwest Airlines. NYC. BMW.

Coke "Happiness" and Sony "Bravia" are exactly what feels right with high concept.

It just doesn't work as well when an emerging brand goes high concept. It is like they are trying to become famous with their advertising instead of their brand, product or service.

But what do I know. I'm stuck with clients who are just learning about the web.

AJ--thanks man. totally appreciate the words. and i absolutely agree with you... emerging brands and high-concept don't blend at all. there has to be some base knowledge there or it goes right over people's heads. financial services and high tech seem to get into this area a lot. i have a hunch there may be some thinking that "because our target is more affluent they'll understand it." i don't buy that. if it's niche than it's niche--doesn't matter if it's porsche or pony. a passive audience will only allow so much time to think about an ad.

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