🪟 Throwing open the Overton window ✨
Charles Vallance, chairman and founding partner of VCCP shares his view on how the thinking of an American political scientist can increasingly find relevance in the contemporary environs of adland.
🔍 The Overton window, a concept named after Joseph Overton, is experiencing a resurgence in relevance, especially in understanding cultural polarisation in today's information age. It illustrates the range of acceptable ideas in society, from widely accepted policies to radical or unthinkable notions. Over time, this window shifts due to various influences, such as social movements or technological advancements.
✨ Applying this theory beyond politics, we see its relevance in industries like media and advertising. In the past, separating creative and media services was unheard of, but now there's a return to integrated approaches. Similarly, in creative awards, there's a shift towards recognizing more curated, one-off pieces over big, successful campaigns. This shift risks losing touch with the audience, the ultimate consumers of these campaigns.
🏆 Awards should celebrate creativity that resonates both within the industry and with the broader audience, emphasising best practices over obscure trends. Cannes Lions' introduction of a humour category acknowledges the importance of popularity in advertising. However, the need for such a category signals a departure from recognising work that truly connects with people beyond the industry bubble.
💡 Let's refocus on celebrating creativity that garners genuine recognition, not just within the ad world but among everyday consumers. After all, the true measure of success lies in resonating with the people who matter most.
🔗 Read the full article in Campaign UK here:
https://lnkd.in/e9Ukef3h
Marketing and Business Development Manager at PETERMAYER
1moCan’t wait to listen to this!