Get Shouty

I like this question. Very much.

See the video here (I’ve put quotes in italics)

Innovation comes from the making of new things (not just the ideation)

People still glorify campaigns- no P&L, no equity share for employees, no other ambition than to create a relationship with consumers- one of the reasons why these projects don’t hang around is when the campaign money runs out no one cares about them. They win their award …and then they’re off.   But if you try to create a business model and design sustainability (self sustaining)  into it-so when the money’s gone the project’s still there. It stops being a campaign and starts to be a product

It was when the panellists really turned away from campaigns and really talked about where products sit in the marketing mix that I think things got interesting:

You now have so many touchpoints- and so few companies have anything to say (or the time or the budget to create content for each of these)

-You need to go deeper into an organisation- and teach the receptionist how to deliver the brand

If products are an expression of utility, delight, innovation and bloody good design, I’d like to think the opportunities to ideate and create business cases to make a difference to everyone’s bottom line are endless for hungry agencies working with brands who are eager for growth ideas.