Aristotle’s Relevance To Experiential Marketing

Aristotle’s Relevance To Experiential Marketing
SHARE
THIS



In this guest post, group account director at GPJ Australia, Dylan McLaughlin (pictured below), is summoning some of history’s greats in his take on the 2018 experiential marketer…

Extraordinary ideas are rarely serendipitous or eureka moments. They are the culmination of shared thoughts and notions that have been twisted and turned, built on and built from. They are the product of many minds from many different points-of-view who have collaborated, even indirectly, and in reality, this takes time.

Screen Shot 2018-06-19 at 3.43.23 pm

While in retrospect the outcome might appear simple, the journey and the process are often far from it. If you are reading this on a mobile device just think about how it came into existence. Long before Steve Jobs and even before Alexander Bell generations of innovators had ideas and created technologies that all led to it coming to fruition.

The power of collective knowledge makes us seemingly unstoppable. From the evolution of our species to us reaching for the stars we continue to confront the impossible because of an ever-present desire to do more and do better.

In experiential marketing, extraordinary ideas are based in empathy and evidence, created with insight and imagination, they challenge and change perception, are informed by expertise and they inspire.

The brief is crucial. Briefs come in many forms but fundamentally the more information the better. It should not prescribe a precise outcome, the value lies in the background information, the why? “Why” defines purpose. Time spent conducting in-depth review and discussing a brief is extremely important. It is part of our responsibility to dissect, scrutinise and question a brief to ensure the outcomes are aligned to a purpose. Assumptions, on all fronts, are counter-productive and they waste time.

The other key element is insight – the framework. The benefit of an agency to draw on a diverse range of expertise and the collective knowledge of many different people brings a broader view in approaching a brief. This coupled with research and a detailed understanding of the client’s objectives is a sound platform for a creative journey.

Brainstorming plays an important role. From the sublime to the ridiculous it is a place where dreams outweigh reality and where impossible is irrelevant. An environment that fosters a freedom of thought without judgment or prejudice. This is the space that magic happens. This is the space where, like the example above, one thought sparks another and with time for rumination a collective epiphany occurs. Then through the lens of purpose and framework an idea becomes almost tangible.

Ideas are not just plucked from the ether by agencies. They are the result of many minds working together, as history proves innovation favours the connected mind. As Aristotle famously said: “The whole is greater than the sum of its parts.”

There is a fantastic TED Talk by science author and theorist Steven Johnson (see below) in which he talks about some of these ideas and his book, “Where Good Ideas Come from: The Natural History of Innovation”, is an entertaining and insightful read – I highly recommend it to anyone.

Be part of the journey and share insights. We are smarter, stronger and faster when we work together, and the outcome is much greater than the sum of our parts.

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]