Here’s a hard truth: no campaign succeeds purely because of where it appears. There is a temptation to conflate showing up with making an impact. But a campaign succeeds because of what it stands for.
Source: © 123rf
123rf Derek Coles, president and MD of McCann Joburg says ‘digital-first’ isn’t enough and make a case for idea-first thinking in modern advertising
Impactful advertising does not begin with the question of how to use a platform; it starts with a powerful idea that captures something timeless, meaningful, and deeply human.
The phrase “digital-first” has become one of the most dominant ideas in marketing today.
It reflects the reality of the hyper-connected world we live in, where screens, social media platforms, and algorithms dictate constantly evolving consumer behaviours.
From TikTok trends to personalised email strategies and continuous optimisation, brands are racing to keep up, often prioritising platforms above all else.
But speed comes at a cost.
By focusing on formats and technologies as the starting point, many brands risk prioritising presence over purpose.
The temptation
True creativity is not about “fitting in” to a digital landscape. It is about standing out.
And standing out requires more than visibility. It requires a fundamental understanding of why people will care enough to engage, connect, and ultimately act.
Without that foundation, even the most optimised campaign is just another fleeting moment in someone’s scroll.
The temptation to prioritise platforms stems from the pressure to meet audiences where they are. On the surface, this feels like the right approach.
Yet, when the channel becomes the driver, the purpose of the work often gets lost.
A platform-first mentality may fill campaign timelines and media plans, but it rarely fills the gap left by a lack of meaningful insight.
Advertising effectiveness is driven by creative
When brands chase platforms instead of purpose, they risk producing content that does little to move the audience or create lasting value. Research underscores this issue.
A Nielsen study has found that 65% of advertising effectiveness is driven by the strength of the creative itself and not by the media placement.
Even the most carefully optimised paid strategy cannot salvage work that lacks a cohesive and resonant idea at its foundation.
This is particularly relevant in today’s saturated media environment, where people are exposed to hundreds of advertisements daily.
It is not enough to interrupt someone’s feed. Attention must be earned.
The brands that earn it prioritise relevance, substance, and integrity over fleeting attempts at visibility.
The timeless idea
The most successful advertising is not built to fit a platform. It is crafted to align with the truth of the brand and the audience it seeks to engage.
Consider some of the most enduring campaigns in advertising history. L’Oréal’s Because You’re Worth It is not simply a tagline.
It is a reflection of self-worth that has resonated with audiences for over 50 years.
Although conceived in 1971, its meaning has transcended decades and adapted seamlessly across every new wave of media and culture.
The channels may have changed, but the idea remains timeless.
Similarly, Mastercard’s Priceless redefined the way the brand connects with its audience.
By elevating human experiences over monetary transactions, the idea became a universal truth that has shaped campaigns across television, social media, experiential activations, and more.
Neither of these campaigns was created for a specific format.
They were built for longevity, rooted in truths that continue to spark meaningful connections regardless of the medium through which they are shared.
Closer to the present day, campaigns such as Spotify Wrapped illustrate how idea-first thinking creates cultural relevance.
Spotify Wrapped is not tied to a single platform but rather to universal human behaviours such as pride, nostalgia, and self-expression.
It resonates not just because of its format but because it taps into something profoundly personal for everyone who engages with it.
The idea gives it weight
These examples demonstrate that platforms amplify a message, but the idea is what gives it weight.
Without that weight, campaigns become forgettable content instead of brand communication that works.
Starting with the idea is not a rejection of innovation or modern tools.
It is an embrace of the creative possibilities these tools unlock when applied thoughtfully.
When an idea is rooted in genuine human insight, the execution becomes expansive rather than restrictive.
A unifying concept can stretch across earned, owned, paid, and shared media while retaining its integrity and relevance.
Simply showing up is not enough
This approach also aligns with the growing importance of purpose.
Research by Kantar shows that campaigns rooted in brand purpose deliver three times the brand impact compared to those focused solely on product promotion.
In this context, the role of an idea is not simply to entertain or inform, but to create something meaningful and resonant that is grounded in the brand’s values and the audience’s expectations.
Purpose-driven work is particularly vital as audiences become more discerning.
Generation Z, for example, is regarded as one of the most media-literate generations, with over 70% actively avoiding brands they perceive as performative or insincere.
McKinsey research additionally shows that 92% of Generation Z consumers prefer brands that align with their values.
Simply showing up on TikTok or Instagram is not enough. These audiences demand meaningful connection and authenticity, and that is something no platform alone can provide.
Rethink the approach to advertising
As marketers, we must rethink the way we approach advertising.
The industry’s preoccupation with platforms and formats has led to a flood of content that adds noise rather than value.
It is time to shift the conversation from where a message should appear to why it matters.
The path ahead is clear.
Campaigns must begin not with algorithms or media plans but with ideas that resonate.
Platforms will evolve. Formats will fade. Algorithms will change.
Yet the ideas rooted in human truth will endure because they hold real meaning. When we create work that resonates at its core, we do more than capture attention; we earn it.
Let us challenge ourselves to lead with ideas that stand the test of time.
The execution will follow, but it is the idea that drives true creativity, builds brands, and delivers lasting impact.
