i came across an article recent that fretted that advertising agencies were struggling with “integration”. Which is, IMHO, frequently mistakenly taken to mean that every idea can somehow effortlessly straddle multiple media and platforms.
Like if you just really racked your brain your idea will somehow become magically “integrated”.
Here’s the deal. Great ideas have energy and go places, bad ideas don’t have energy. they just sit there.
My test of a good idea is that anyone – the milkman, your spouse – can come up with great additions to your original idea.
Because great ideas are usually fundamentally and obviously good. Your biggest problem is deciding which great addition to produce.
A nice problem.