OgilvyOne Viewpoint #11 - A new rallying cry

Jan Leth & Aaron Griffiths

Dada. Data. Alpha. Beta. Memorize these four little words, and you are well on your way to mastering the digital age of communication.

WITH THIS ONE simple rhyme, you will be able to approach and solve any problem that gets thrown your way. Trying to rebrand a withering giant? Dada, data, alpha, beta. Trying to give real substance to a commodity brand? Dada, data, alpha, beta. Need to promote the opening of a new theme park? Dada, data, alpha, beta. But seriously, I'm serious. This is the answer you've been looking for. And it works because it is not a theory - it's an approach. A way to actually get something done in this wild new world.

You see, advertising, as we've known it, is truly dead. The media and ad pundits have been gunning for the 30-second spot for the past 10 years, but that's merely a trophy kill. The problem isn't the 30-second spot; it's the way we use those 30 seconds to tell a story. With a few rare exceptions, the advertising model hasn't changed for 50 years. The industry is stuck. Meanwhile, the world has completely, utterly and irreversibly changed. In fact, some say that it's not that the world has changed, but that the world is change. And we just have to get used to it. To that, we say, DAdA.