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Model Behavior
In his new book, IQ’s Michael Schrage examines the impact of digital modeling media in a world that moves at warp speed.
Great advertising is not about great ideas. Great advertising is about the representation of great ideas. How a theme, a campaign, a brand is represented on paper or onscreen is at the heart of its effectiveness.
Consequently, advertising ideas don’t just evolve; their representations do. Increasingly, these representations are digital.
Just as software spreadsheets like VisiCalc, Lotus 1-2-3 and Excel radically transformed how people modeled finance, a new generation of digital technologies are transforming how people model advertising.
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