A Commentary Entry
The strongest, most effective messages are always the ones that have had the loose burs and shards filed-off and stripped away, leaving only the core message.
Although at Sync we have a slightly different wording "Simple is smART," the heart of the idea is the same. In fact we use it as the acid test that we apply to everything...every ad, every microsite, every campaign, every package. Simple communicates better because you've removed everything that can get in the way of the main message.
16 June 2008
