1+1 = 3
A: Jen, I have an FBI.
J: How?
A: Doesn't matter, it's a BIG idea.
J: Arrh - we need to get forensic on that shit.
A: Jen, it's an insight-led idea.
J: Will we get results? Let's break it down.
The Machine vs. The Magic
Once upon a time, a blue eyed, blonde haired, corporate clad cheerleader draped in diamonds met a brown eyed, heavy fringed brunette, eccentrically dressed in offensive lipstick, theatrical threads and pearls... A match made in hell. These polar opposites were forced to fuse and brace the big T – cue feverish antagonism and countless near brain implosions.
It is widely accepted that most individuals experience lateral dominance of the brain which results in a distinct preference for one style of thinking. As exposed by Roger Sperry and his Nobel Prize winning Split Brain research, a longitudinal fissure separates the human brain into two hemispheres which differ in cognitive nature (although anatomically similar). The left hemisphere is characteristically conscious, logical, detail orientated, sequential and analytical while intuitive, impetuous, random and holistic intentions are typically born from the right hemisphere of the brain. However, in today’s Ad Land our clients expect (and deserve) artistic and comprehensive communication solutions. Is this even remotely possible?
If you believe Roger, the ‘left brained’ cheerleader and ‘right brained’ eccentric were actually a match made in Heaven. The fusion of creativity and details has allowed these two humans to sing off the same song sheet and perform as a single unit. Instead of screaming matches and rancid frustration, they now use their energy to crack the brief. The concentration is on insights, ideas, results and after routinely going to hell and back, the decks produced encompass the machine and the magic!
Ad Land is a relationships game – clients, media and the often overlooked colleagues are the backbone of our existence. Your agency would host a bunch of diverse creatures with the width and breadth for you to find your polar opposite. Together, you can unleash the unity of left brain right brain with phenomenal outcomes. In the dog eat dog world of Gen Y it is easy to forget that the person sitting behind the petition is your comrade waiting to join forces and tame the beast that is this advertising age.
Let the Rockstars inspire you – Beauty & the Beast, Yoko Ono & John Lennon, Saatchi & Saatchi, Sonny & Cher and Batman & Robin. Who is the Ying to your Yang? The chalk to your cheese?
Jennifer Hourigan & Annabelle Rogers
OMD Brisbane
The AdNews NGen blog: 1+1 = 3
22 August 2011