So here's another idea (alongside this one, and this one) which this agency chief might like to propose to his clients to help them better appreciate the role of creativity in driving the brand forward. Rather than banging them over the head telling them they're a bit stupid.
Why not set up a blog that can be accessed only by the agency and client. Probably not too dissimilar to The Jason Recliner.
The opportunity to make advertising for brands in my career was a really strong reason to study marketing at Uni all those years ago. It's the pointy, fun end. Most marketers just don't have that much time to devote to it once they're in the bump and grind of brand management.
But the blog might provide the stimulus to do it. I only set this blog up so I could record examples of marketing and advertising that I see. Now, everyday I'm keeping an eye out for things of interest. The marketer in me is working overtime. And it's amazing the amount I've learnt in the short time I've had the blog running.
And I've seen some pretty creative stuff that I'd wish I'd done for my brand.
So given that the best learning comes from within, the agency should get clients to start thinking about what they see as good/bad/creative/effective advertising. Because too often this conversation is a one way street.
Could be a nice little job for the agency Strat Planner.
The Hilux equivalent of Dove's 'Campaign for Real Beauty'
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