This is the sentence your advertising agency (and the one that wants to become yours) is sure to hear the most. Because most of us know where this claim leads. To do this, it is quite sufficient to make the effort once and take a thorough look at TV advertising and what is understood by advertising today in one evening. We do not want to claim that everything is wrong or bad. But there is one thing we dare to say: First of all, most commercials are now so similar as to be confusing. And secondly, that many of them (even the clips of the biggest brands) are poorly made, and that it’s a shame to waste all that money.
The logical consequence of this is thinking „we’ll just produce more cheaply“. For example, you could ask an employee who has 117 followers on Instagram. He can definitely help us to quickly cut a selfie, in 30 seconds at least 20 cuts. We’ll give the man € 300; he’ll be happy.“
So far, so bad. But nobody really wants to see it – and the whole thing almost never works. „Never mind, we can call our agency and tell them to come up with a new clip for YouTube.“ But this time, for a change, something „smart“! Something „snappy,“ recent in intelligent. „And before they do it, have them look at the last post from Y GmbH! We can take a page out of that one’s book!“
And your poor agency? It has until 2:00 p.m. tomorrow to come up with an excellent solution. A completely new ingenious idea. One that Sales thinks won’t suit us and might upset our customers in the Middle East. Marketing thinks it doesn’t work at all and doesn’t suit our image. It’s too expensive for purchasing. Yes, that’s how it goes with clever ideas.
Follow uns on our blog “Think before doing”