Another turkey in my sights. Hold it....Bang. Goodbye. Why is this client so stupid? With a brand that is selling less and less of product every year in the UK and Ireland now too, why do they persist in spending so much money on selling so little? As each attempt gets more and more awards, in direct line correlation with fewer sales, who re-arranges the deck chairs on this Titanic? What is the solution?
First take the entire marketing team and give them the NKVD treatment. 9 grams of lead each will do the trick. Then you get some research done- why doesn't anyone like the stuff any more? How is this to be corrected and what issues exactly are at stake here? Then address those issues in a creative way. Not in a DFS way, not in a PC World way, but an entertaining beer kind of way. What is the purpose of these ads? Is it to get rid of budget? Or is it something bizarre that the Guinness trust has in its constitution, some secret Ribbentrop clause, a Masonic ritual that you must provide months of work for at least 12 post houses? The work reminded me of the setting up scene of the big top in DUMBO. At least that had a good song.
