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Marketing Agencies - Scientists or Artists? By Scott Knox, Managing Director of the MCCA (part 1) 

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We recently ran an event entitled “Marketing Agencies - Scientists or Artists?” which looked at a selection of case studies of brilliant marketing ideas created for top UK brands that were never commissioned, and discussed why these and other projects didn’t see the light of day.    

 

It can be frustrating for an agency that’s confident they’ve nailed the brief to be knocked back. So the event looked at why this happens. Is it because clients are playing it too safe? Or is it in fact, that marketing agencies are not doing a good enough job of selling their ideas?    I’ve talked in the past about the fact that a recession is the ideal time for creativity to prosper. We’ve got some brilliant creative in the UK so it is frankly infuriating that some brands are turning out some of the most, what I like to call ‘magnolia and westlife’ marketing I’ve seen in years.  By this I mean bland. Very, very bland.  

 

Take a brand like Gillette. A brand that has money to spend on marketing. Why oh why do they decide to churn out the same old clichéd ads year after year.  Surely the image of David Beckham sweeping his hand over his freshly shaved face is going to be more effective for women than it will for men? Why can’t Gillette make the leap and do some creative marketing? Rewind 10 years – did we think Lynx could ever produce brilliant ads? Probably not. But they did and I’d bet my right arm that blokes like to see gorgeous women on the screen rather than millionaire sports men smiling back smugly at them.

 

Published Oct 28 2009, 12:42 PM by Scott Knox
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Comments

by Neil Charles
October 28, 2009 2:34 PM
 

Isn't 'sex sells' the ultimate advertising cliché?

Can't help wondering if putting some gorgeous women in the Gillette ads was one of the great ideas?

 
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About this blog

The MCCA Blog

The MCCA was established to defend and support marketing communications agencies. Headed up by MD Scott Knox and driven by a board of industry experts, the MCCA assists members in becoming better businesses. Here, Knox and the board blog on the biggest business issues for agencies and clients alike.
 

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Scott Knox

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The MCCA Blog

Member since: 03 Jun 2008

Last login: 20 Nov 2009

Total Posts: 10

 
 
 
 

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