David Lloyd George, architect of the Welfare State and the greatest radical in British politics.
I hold something to be true. That radical thinking, particularly radical strategic thinking works. I hold something to be true. That radical thinking, particularly radical strategic thinking works.
That our job as planners is to get to the absolute root of a problem and deliver a way of thinking about the brand, category or the wider world that no one has delivered before.
That if you do this you inject into the market incendiary communications that work and work very fast.
And though I have been inappropriately dismissive of it in a previous post, the 4th Emergency Service remains the most powerful example of radical thinking in UK advertising.
But I am concerned. I am concerned that radicalism is out of favour. All the great radical thinking agencies have gone or are down on their luck and the agencies in the ascendancy like CHI, DLKW and VCCP reject radicalism in favour of more incremental thinking and creative work.
Add to that the voices off from the world of cognitive science suggesting that communications rarely work at a conscious level and things look very grim for the more radical thinkers amongst us.
So is it all over? Will we never see a 4th Emergency Service again? Or is there still a case for radicalism. I want to start to assemble an argument that puts radicalism back on the front foot and proves it works harder and faster than bland thinking.
I was given a shot in the arm in this aim from a post on Brand New about the brain rewarding us when we experience something new by delivering a dose of dopamine. Maybe there is somemthing in newness after all rather than the drip drip drip of Andrex style strategies – soft, strong and very long.
And that’s where I need your help. All contributions greatly received.