Ernie Mosteller talks about the silver bullet of advertising.

Integrated agencies have sort of the right idea. Problem is, what they’re integrating is the web and traditional media. By my count, now that’s five ways to deliver an advertising message: TV, print, radio, outdoor, web.

I’ve come to the same conclusion, and Ernie does a great job of encapsulating the problem. I think he’s onto something with a solution as well.

There is a silver bullet, though.
It’s the same bullet that’s always been silver: a great idea.

Notice I didn’t say, “concept.” I could have, but in advertising, “concept” implies a medium. In today’s world, a great idea crosses all boundaries, all media, and infects every part of a business’ face to the public. Delivery method is part of the idea – but not the idea itself.

Problem is, I think this still falls short. I don’t think we should just address the business’ “face” to the public. Companies need more than just a pretty face in order to succeed. The business needs to be addressed from the front door to the back office. And most agencies are not getting it done.