As an industry, advertising has always been guilty of chasing the shiny new object. Every new medium that comes along – print, radio, TV, the internet, social media. Immediately, pundits herald the new thing as the holy grail for marketing and announce the swan song of whatever came before. Video killed the radio star. Anybody remember Al Ries’ and Laura Ries’ book, “The Fall of Advertising and the Rise of PR”? And the internet will kill TV.

It’s time for a little common sense. While we should always be open to new technologies, as well as new, more efficient and engaging ways to connect brands with their buyers, let’s not lose sight of universal truths in marketing. Great ideas transcend their tactic.

This issue of Thinking will explore how some “old” ideas are still remarkably relevant today, and will be tomorrow and for many tomorrows to come.

After all, creativity isn’t just about creating something entirely new; it’s about repurposing what already exists and seeing it in new ways.