Under my point of view, advertising communication principles and experience years are a question of cumulative learning. It is not a question of rejecting everything, but rather of constantly adding new knowledge.
The same occurs in other professions, such as medicine, writing, or photography. All professionals must develop a series of knowledge to grow and boost their potential. This is why I consider that old teachings are still valid today. In fact, we should remember those teachings as they take us back to the essentials of our profession: connecting with people.
The masters of communication as well as the fathers of modern advertising have always shared a common goal: surprise the audience. But nowadays influential, successful campaigns are not those exclusively innovative or super technological. Good campaigns are also those that reach the universal, those that identify common grounds or shared values that really make users connect with brands. And this is a learning path. But, once you are on it, becomes a solid ground to build everything else.
In Pixar movies, for example, the 3D finish is every time getting better, digital lighting or textures are becoming amazing but, if the script does not work, the entire work fails.
In all, communication has always a common goal: make ourselves understood, and influence our audience.
Dani Ferrer, Creative Director at beon. Communication
