In a Sea of Noise, the Octopus Reigns: The Future of Advertising Ideas

Matt Mills is the executive vice president of creative, FUEL at BarkleyOKRP where he leads a team of more than 80 digital experts who fuel brands every day with social, creative and web expertise.

In the ever-evolving landscape of advertising, the old symbol of the lightbulb - representing that singular 'aha' moment - feels a bit like a relic from a simpler time. Sure, there was a magic to those brilliant flashes of inspiration, but let’s be real: in today’s chaotic digital world, we need a new icon. Enter the octopus.

Why an octopus? This creature thrives in diverse environments, using its eight flexible arms to reach into various nooks and crannies. Similarly, a central idea in advertising should stretch and morph, finding unique expressions across a multitude of platforms and audience segments. In a world inundated with content, the notion of a single, one-size-fits-all idea just won’t cut it anymore.

Imagine a brand centred on sustainability. The core message - 'Protect Our Planet' - isn’t just a tagline; it’s a living concept. From TikTok challenges that spark eco-friendly habits among gen z to Instagram reels highlighting local sustainability champions, the campaign’s extensions reach every corner of the digital ocean. You could even launch a podcast diving deep into innovative environmental solutions or organize community events that put the idea into action. Each tentacle of this octopus stays true to the central theme while navigating its unique audience.

What’s more, the octopus embodies adaptability. In the fast-paced world of social media, trends shift faster than a user can scroll. Brands must be nimble, ready to respond to new developments while keeping their core message intact. This fluidity means that campaigns can grow, evolve and resonate on a deeper level, inviting consumers into an authentic dialogue rather than a one-sided pitch.

Let’s face it: attention is the new gold, and if you want to capture it, you need to be more than simply clever. You need to create an ecosystem of ideas that feels alive. With each arm of your campaign extending into different platforms, you can cultivate a rich narrative that invites participation and builds community.

While the lightbulb may have once symbolised the brilliance of individual ideas, the octopus represents the future of advertising - a dynamic, multifaceted approach that thrives on connection and creativity. It’s time to embrace the octopus and let our ideas swim in all directions, adapting and growing in the vibrant currents of today’s world.