Public clients hire public agencies who go through rounds and rounds of strategy and rounds and rounds of creative. 50% of the time (a best guess based on my own experience), projects die. The other 50% results in garbage that any agency could have come up with in an hour (again, a best guess based on my own eyeballs).
I believe we’re about to embark on a new era of entrepreneurial marketing. Yes, it is out of necessity. But frankly, I’m excited about it.
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“50% of advertising is junk”(sic) is a generous statement. I watched the agencies cannibalize themselves in the 80’s and relinquish creative control from talented creatives to agency / client committees. By definition a committee will arrive at a compromise, yielding at best unremarkable work. As the years passed the committees have grown and we all know what the result of that was. Just look at the work.
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Posted 13 Feb 2009 at 11:22 am ¶Take the new Pepsi logo as a perfect example of the above. The old logo was just fine. The new logo is meh, but no doubt was the work of many at a staggering cost. How long will companies be willing to throw money away like this?
I completely agree with the premise that the time are a changing, but I don’t know how fast or furious the change will be.
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Posted 13 Feb 2009 at 2:36 pm ¶Post a Comment