Comments on: The creative opportunity no one wanted http://before-after.com/blog3/2007/04/23/the-creative-opportunity-no-one-wanted/ Wed, 07 Jan 2009 19:58:30 +0000 http://wordpress.org/?v=2.0.2 by: Tom Monahan http://before-after.com/blog3/2007/04/23/the-creative-opportunity-no-one-wanted/#comment-2926 Wed, 25 Apr 2007 17:10:15 +0000 http://before-after.com/blog3/2007/04/23/the-creative-opportunity-no-one-wanted/#comment-2926 Before we speculate how many opportunities of this sort fit on the head of a pin I should repeat, this advertiser will never be confused with Nike. That said, Rich, you bring up some good points. Maybe the bigger they are the harder they fall, i.e. the more invisible and backward a marketer is around communications, maybe when they see the light they are more willing to make the leap because even a giant step isn’t enough. I’m not sure. I’ve often thought that the people who need great work the most should be the targets of the best ad agencies. However, when I started my ad agency I learned quickly that companies who were doing weak work were often doing it for a reason. Usually simply lack of appreciation for its benefits. However, an indicator that an historically “bad” advertiser is ready for an upgrade is when some other company in their category proves that big, conceptual work makes a difference. That often shakes loose the inertia. I actually believe the odds of these type of miracles are a bit better than your 1 in 3,563,608.83 (I’ll have to trust you on the math). Numbers don’t sweat about losing their jobs. People in companies that need to change sweat a lot. About 737% more than average people, for those counting ;) [BTW, I now understand why otherwise mature adults use that silly ;) smiley thing. I didn’t want to offend a contributor to my blog, but I couldn’t hold back my wise ass tone. I believe it’s the first time I’ve used this clever device, for those counting ;) ] Before we speculate how many opportunities of this sort fit on the head of a pin I should repeat, this advertiser will never be confused with Nike.

That said, Rich, you bring up some good points. Maybe the bigger they are the harder they fall, i.e. the more invisible and backward a marketer is around communications, maybe when they see the light they are more willing to make the leap because even a giant step isn’t enough. I’m not sure.

I’ve often thought that the people who need great work the most should be the targets of the best ad agencies. However, when I started my ad agency I learned quickly that companies who were doing weak work were often doing it for a reason. Usually simply lack of appreciation for its benefits.

However, an indicator that an historically “bad” advertiser is ready for an upgrade is when some other company in their category proves that big, conceptual work makes a difference. That often shakes loose the inertia.

I actually believe the odds of these type of miracles are a bit better than your 1 in 3,563,608.83 (I’ll have to trust you on the math). Numbers don’t sweat about losing their jobs. People in companies that need to change sweat a lot. About 737% more than average people, for those counting ;)

[BTW, I now understand why otherwise mature adults use that silly ;) smiley thing. I didn’t want to offend a contributor to my blog, but I couldn’t hold back my wise ass tone. I believe it’s the first time I’ve used this clever device, for those counting ;) ]

]]> by: rich-h http://before-after.com/blog3/2007/04/23/the-creative-opportunity-no-one-wanted/#comment-2921 Wed, 25 Apr 2007 15:53:47 +0000 http://before-after.com/blog3/2007/04/23/the-creative-opportunity-no-one-wanted/#comment-2921 Tom, I love the optimism in this post. The sense of perserverance. The attitude. But why do I have this nagging feeling that the odds of turning a creative bloodsucking client around are about the same as the odds of winning $200,000 in the lottery. (Which, for those coutning, is about 1 in 3,563,608.83). Out of curiosity, does this experience happen a lot out there? Or is this an anomoly? Is it true that even a blind client approves a creative campaign once in a while? Tom, I love the optimism in this post.
The sense of perserverance.
The attitude.
But why do I have this nagging feeling that the odds of turning a creative bloodsucking client around are about the same as the odds of winning $200,000 in the lottery. (Which, for those coutning, is about 1 in 3,563,608.83).

Out of curiosity,
does this experience happen a lot out there?
Or is this an anomoly?
Is it true that even a blind client approves a creative campaign once in a while?

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