Gareth Kay on Ideas That Do

Gareth Kay, Director of Strategy at GSP, gives another great 5-minute talk about the advertising industry, its evolution, and the need for adaptation at the annual AAAA conference.
Using the metaphor of the mating habits of birds, Gareth leaves the audience with few powerful concepts, among those the concept of Ideas that Do.

"We now live in the age of ideas that do; 

ideas that do something, not just say something; 

ideas that do things for and with people, rather than ideas that print [?] and poster at them; 

ideas that below the line between product and marketing; 

ideas that aren't advertising ideas but ideas that can be advertised."

He then ends his Call for Transformation arguing that the advertising industry needs a change in the way it operates, thinks, and breathes in order not to become irrelevant for clients and even more unwelcome in people's lives.