[Close-up of DesertManahattan. India Ink on Canvas… gorgeous. Click on image to enlarge etc.]
Let me say it one more time: “Purpose-Ideas are articulated via Social Objects, not Messages.”
Click on the links in the above sentence to see what I’m talking about [especially Link Number Three].
Mark Earls says the future of advertising is not in messages. Which means if you’re currently in advertising, you’ll be asking yourself, what IS the post-message future? At the moment, you get paid to craft messages. So what will you craft in their place?
Short answer: Social Gestures.
As I’m fond of repeating, Social Gestures beget Social Objects.