Lowe New York Chairman praises GEICO storylines

Mark Wnek believes that the American public is smarter than we give them credit for, and that advertising needs to stop playing to the lowest common denominator and start producing quality work.

He says in his article, "One of the ways you do this is the way Geico does it. They don't do it by old-school kindergarten-style graphic repetition of identical typefaces and messages. They do it by creating a unique and recognizable tone throughout their communications, and the clients are farsighted and wise enough to trust their consumers to identify and correctly attribute a whole gamut of messages. It's rather like trusting that people will remember you even if you don't wear the same coat all the time.

"Great brands that truly get it, like Geico, also understand that having got complexity, consumers don't suddenly un-get it when they switch their televisions on. I believe they're in the vanguard of a fight back by TV advertising that will lead to increasingly layered, complex, beautiful and powerful work."