Does every idea at mischief start with an OOH headline, like Mulroy says in that video they just posted? Any examples?

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every idea except mine apparently

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Not at Mischief myself, but having worked with Greg, Kevin, and Lubars in the glory days of BBDO, the thing they always pushed is being able to express the idea in a single, short sentence that gets the idea across. An OOH headline is a great construct when you’re trying to express the core of the idea in that fashion, even if there’s no OOH in the media plan.

It’s about distilling the idea into a pure and simple form you can understand in like 2 seconds - and having the rest of the work flow from there.

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@ogilvy1: PR headlines are a great tool to encapsulate an idea. Alex Bogusky introduced it.

But he is talking about something else. He calls it OOH headlines, most call them ad lobs. It’s a series of headlines (not news headlines) that bring the bigger platform to life. Usually paid off with the platform line. Ad lobs are lines that can be used in OOH, print, banner, POS. They can even lead to spots. It’s basically copy ads driven by a headline.

A news headlines is just a description of the idea.

What video?

Thank you!

When they hire me, I’ll go find out for you. 🤞

You don’t wanna be here haha.

Crispin abridged?

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