Can we do everything?

Boy, I hope not. These days, being a 'Jack of all trades' is a sure fire way to fail. Rather than trying to be all things to all people, isn't it a better idea to be great at one thing and utilise expertise in other fields. (production etc) After all, you don't want your Dentist to also be your mechanic, do you? Take persuasive ideas as an example. From where we stand, the most important part in the communications mix is the idea. (Call me old fashioned, and I'll have my detractors, but it ain't nothin' without an idea!) You need to come up with an important communication idea first, one that will intrigue, engage and entertain your market. One that will fulfil all the stuff we learnt about brands from Messers Burnett and Bernbach. Then you need to translate that across today's different mediums. Impossible? Hardly. If you can make the core campaign idea work across TV and Outdoor, two diametrically opposed media, why can't you also make the same core idea work in digital? A good example is the classic line of the 80's 'Pepsi - The choice of a new generation' That thought was perfectly expressed in countless TV commercials, radio and billboards and no two looked the same. It was cleverly translated into the strengths of each medium. Same rule applies today. Whether you're building an app, a facebook page or TV ad. The salient point that seems to escape most people is - understand the core of the idea. Once you understand that you can express it in as many different mediums and executions as you can imagine.