What type of idea do you need?

Hat tip to Mr Adrian Hoole, who very nicely articulated a difference in communication ideas yesterday.

"Hoole's Law" states that when working on strategic briefs you often need both: an idea to advertise, and an advertising idea.

An idea to advertise = a useful or entertaining way of engaging your audience (eg widget, innovation, content etc)

An advertising idea = the thought to raise awareness of your 'idea to advertise'

I think that when combined, they make for powerful, deeper, and more involving experiences.

As Direct Marketers we are often closer to the business of our clients than other agencies, giving us more opportunity to create 'ideas to advertise'.

What do you think?