A Simple Idea

Bob Scarpelli, the former Chairman and Chief Creative Officer for DDB Worldwide once gave his formula for good advertising:

"A simple idea based on a simple insight into human nature brought to life in a simple, surprising way."

That's a formula for good on-air content too.

"Sometimes now we see sort of a recitation of facts, and some of the work doesn't connect on an emotional level."

"You have to give people a reward for paying attention to your message, whatever it is, but then you have to provoke some kind of emotional reaction. It could be a laugh, it could be a smile. It could be kind of a tear, choking up. It could even be, gee, I never thought of it that way..."

If you think of each piece of your content this way, you are going to rule PPM.

A simple idea...

based on a simple insight into human nature...

brought to life in a simple, surprising way...

that provokes an emotional reaction.

As simple as that.