Where’s the love?

The Internet can do anything that other media can. Given its remarkable potential, one would expect online media to regularly present an array of clever and entertaining campaigns. Yet somehow, a direct-marketing culture is in place, which largely devalues creative communication and advertising craftsmanship.

It’s not like this hasn’t happened before. Advertising has a long history of shifting between driving short-term sales and building a long-term brand. The concept of ”banner blindness” isn’t new either — the 50s and 60s were full of discussions regarding the implications of ”billboard blindness”.

Still, the outdoor advertising of today is very much alive and well.

What would Bill Bernbach do?

The usual suspects in online advertising are obsessing about how to best implement the ideas of David Ogilvy. But Burt believes it’s time to start promoting the ideas of Bill Bernbach, the legendary front man of advertising’s ”creative revolution”.

Burt, just like Bill, is a big believer in a creatively-led approach to advertising, whether it’s interactive or not. And we believe it’s time to use technology not only to improve relevance and accountability, but to facilitate more clever and entertaining work.

That’s basically what Burt does: we create easy-to-use products that inspire and enable better and more creative advertising.

Burt’s tools enable agencies to catch up with technology and use it in a creative way, just like they have done with sound, video, text and interactivity online.

Burt believes that once the technology palette is made easily accessible to the copywriters and art directors of the world, the Internet will see the same creative ad explosion that was seen during the 60s in television.