Filed under: Experience
I’m sure that everyone is under the ‘oh… can you get back to me before Christmas’ pump right now.
While it’s awesome for revenue that people are realising the ‘if you don’t use it you lose it’ nature of most marketing budgets it is astounding to me that rigour and strategy can tend to go out the window.
Like trying to find a present at the last-minute, trying to come up with innovation and excitement for a blue sky briefing in 24-48 hours (even for a six or seven-figure budget) is kinda hard. Bowerbird ways and kaizen ‘how can we do this better next time’ practices can help build a cache of ideas and tactics that can pay real dividends on their investment.
I’m more than happy to spend other people’s money. I’m really glad to have thinking already charted up and mostly costed that as ‘value ads’ that never got the time of day…which only need the current context so that they can now contribute to the bigger picture
Don’t be afraid of the zeros at the end of your estimates. Big thinking doesn’t cost you more and sometimes there is a big present under the tree waiting to be unwrapped.
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