Media is an art not an algorithm
We love algorithms, but they are only as good as the humans that creat them. Now, more than ever before, we need a human touch, someone who understands the nuances is an art form and so far there is no algorithm that can generate the magic that great creative and media thinking in tandem can.
This is why we believe that “Media is an art not an algorithm”.
We invited some of our creative friends to design a poster to bring this belief to life. Enjoy the work that follows.
Simon Orpin - CEO / Founder
Sir John Hegarty / Chairman Electric Glue
When Munch's 'Scream' sits in a gallery, people view it differently than when it's printed on a mug.
Matt Saunby / 2050 London
Three simple words, grab your attention. But it's only when you look closely and understand the context that you find the true meaning of the words. When you know Julie Andrews says she loves Dick it changes everything. It's the context that makes you laugh.
Ian Hartfield / New Commercial Arts
This concept is a reminder that buying the right idea, but not following through with the right media, is a false economy.
Jon Gledstone / Mr President
This concept is a reminder that buying the right idea, but not following through with the right media, is a false economy.
Kelly Pon / BBH China
In China context is everything. Instincts and senses are highly tuned to gather information, connect the dots and read between the lines.
Only then you can extract the full picture and meaning behind your communications. As such, the question of the glass becomes unnecessary.
Look around and you'll find the answer.
William Gelner / Engine
Today, more than ever, context is king. Where you say it is just as important as what you say. The art of blending the two is everything.
Nick Kidney / BBH London
Advertising is fundamentally persuasion. And persuasion happens to be not a science but an art form. I can't honestly say I've ever looked at a media plan and admired it for its artistry.
But I can think of countless occasions where imaginative media thinking makes an idea bolder, more audacious, more artful and ultimately more persuasive.
Bruce Crouch / Creative Director
Where our ads are seen is as important as the idea itself. Out of context, they can mean something completely different to the original intention.
Do advertisers really not care anymore about where their content is viewed as long as the numbers add up?
Harry Warman / Intern
This piece explores the idea of taking the most important question you could ever ask someone and asking it in the worst way possible. Perspective is everything.
Flo Heiss / Creative Director
There is an aesthetic quality in the everyday things that - given the right context - can totally shine and be transformed into art.
Anna Arnell / Creative Director
Boris was once overheard in a restaurant going on about how brilliant it would be for the country to leave the EU. If Johnson had kept his views inside the walls of that restaurant, we wouldn’t be in the mess.
As advertisers, our mediaspaces are powerful - and we have to think hard about what we are saying and how it can benefit the world - not destroy it.
Matt Saunby / 2050 London
A dead cow in an art gallery becomes a statement of modern art. But take it back to the abattoir and it becomes sausages.
Johnny Tan / 72andsunny
This concept illustrates the best of what creative media can do. At its best, it brings delight and surprise, it entertains and simply helps brands stand out from the rest of the clutter.
