Campaigns are a pile of assets with no central, ownable idea tying them together that could run for years.
Without a big idea, campaigns blend into the feed and vanish. One ownable idea executed everywhere beats a dozen disconnected assets.
Ogilvy: "Unless your advertising contains a big idea, it will pass like a ship in the night." His five tests: "Did it make me gasp when I first saw it? Do I wish I had thought of it myself? Is it unique? Does it fit the strategy to perfection? Could it be used for 30 years?"
• Each channel invents its own message; campaigns are named after dates ("Q3 Push").
Owned — Site sections with no unifying theme.
Earned — No story worth covering.
Paid — Every ad set runs a different concept.
Analytics — No lift in branded search or recall.
AI — AI asked for "campaign ideas" with no strategic platform.
• Run every concept through Ogilvy's five tests before production.
