"It's a lot easier to be repeatedly useful than it is to be repeatedly funny or sexy" Rory Sutherland
A good five-minute talk (below), given by Gareth at last month's AAAA's conference in which he talks about 'Ideas That Do': ideas that aren't advertising ideas but instead ideas that can be advertised. For all the talk of being useful, there is scant consideration of the real implications of what that means – a change in philosophy, different working processes and different behaviours. What matters is behaviour – both our own, and those of the people we hope to involve in what we do. Nothing will really change, says Gareth, unless we change the way we think communications work, the way we get paid, how and what we measure, and the way we work day-to-day. Amen to that.