subject: Marc Fantich Discusses Outside-of-the-Box Thinking in Advertising [print this page] Outside-the-box thinking is often used to describe something original and avant-garde. Marc Fantich at Fantich Media Group has practiced this type of thinking for many years. To be a success in the advertising industry, outside of the box thinking comes as second nature, explains Marc Fantich. He believes that thinking outside the box leads to the best advertising campaigns.
This type of thinking is what makes an ad agency stand out from the competition, explains Marc Fantich. It shouldn't be a result of a client asking for something "extra", but merely a standard. Creativity matters more than anything in this business, according to Marc Fantich.
According to Marc Fantich, the best results come from the most unexpected of ideas. Tired and overused marketing ploys usually go straight to the dump, adds Marc Fantich. Consumers don't have time for the common and ordinary. Marc Fantich recommends outside of the box thinking in order to combat customer boredom of advertising.
Marc Fantich agrees that common clichs did once have their place in marketing. But today, says Marc Fantich, they're useless. The days are gone where advertisements about Chinese food read "Delicious Chinese food available everyday." Marc Fantich says that the world is waiting for a funny Chinese accent on a guy saying, "At House of China, we are only use chor-esteral free oil." The thick accent and obvious lack of pronunciation is unexpected, says Marc Fantich. People will eat there just because a funny accent drew them to it.
As you can see, Marc Fantich believes thinking outside of the box is necessary while designing advertisements. Marc Fantich says today's ads need it to succeed.
Marc Fantich Discusses Outside-of-the-Box Thinking in Advertising
