Strong Campaigns Have Many Pillars
Marketing and communications campaigns that stand
the test of time are rarely built on one or two pillars.
Successful campaigns rely on the fact that they are built
upon multiple pillars…a bit like the Parthenon which
has dominated the skyline of Athens since 438BC.
Ictinos and Callicrates, the architects of the temple to
the goddess Athena, specified 46 outer pillars and 23
inner pillars to build strength into a structure which
served over the centuries as a Christian church, an
Islamic Mosque and a gunpowder magazine.
The Parthenon was built to last and marketing
campaigns require the strength that multiple pillars
provide in order to survive changing fashions, boom
and bust economies and, dare I say, Google penalties.