Thursday, September 06, 2007

BBDO Picks Up Agency of Record Duties for Monster

Five agencies in less than seven years! That's a bi-polar client and one who definitely has yet to figure out what motivates consumers about its products. Right now they're only using what they think they know. The way they switch agencies, or the way CEOs jettison brands and managements reminds me of that beer ballad, "99 bottles of beer on the wall, 99 bottles of beer, you take one down pass it around 99 bottles of beer on the wall. 98 bottles ...."
John, you may look forward to working with global teams to help the brand reach its full potential, but you'll only have about a year, less than the half-life of today's CMO. Joan Blackwood.

The problem with marketing is that anyone can define what is a better idea any which way they can when in reality speed costs money, positioning is the highest octane fuel and marketers today are not skilled at positioning. Oh they can plot it and measure it. But that's usually done by a marketer talking too itself about itself. When they throw it out there in advertising they just hope some of it sticks. Finding what truly motivates customers about your product takes extra-curricula homework. You can't just take what you think you know and shoot from the hip with it. You'll miss.

1 comment:

a.k.a. Blandly Urbane said...

Isn't shooting from the hip the way most things are done these days? Gotta move onto that next deal, no time to think, gotta get the next one...gotta bring in more than last year.

Not sure what's wrong with steady and regular (works for most people each morning).