Archives for posts with tag: media plan

Maybe I didn’t get enough sleep last night but I woke up cranky this morning. Just to see this.

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Screenshot from TNW (The Next Web) (Who buys these placements? Who creates these lames display ads that nobody sees?)

The conference season will begin in September again. It will be filled with ROI-producing case studies, self-congratulating panels, creative and media awards, and insightful keynotes. Since you can’t attend every conference, you can read about all of that on smart blogs, follow the tweets or just read the trades. While the industry showcases brilliance during these events, the sad truth is that the vast majority of what we put in front of customers is utter garbage.

It’s annoying, patronizing, mind-numbingly boring, mind-polluting, insulting, lazy, plagiarized, irrelevant or just plain stupid.

Maybe we shouldn’t expect anything else

The majority of movies made are garbage.

Can you image how bad the screenplays are that were never made?

Most of the books written are garbage.

There’s even a name for this: Sturgeon’s Law/Sturgeon’s Revelation.

Theodore Sturgeon didn’t mention advertising but when you consider advertising an art form, you shouldn’t be surprised about the results customers encounter each and every day.

Producing garbage takes about as much time/efforts as producing good stuff

As a buyer, you have to develop a media plan, get client approval, negotiate, traffic, upload and optimize your placements.

As a creative, you need to develop concepts, get internal then client approval, produce the ad and adjust the creative.

All those hours, all those internal/client discussions, all the spread sheets and Powerpoint slides, all that thinking, all the client meetings and phone calls. All those sleepless nights, the people you never met, family time you never had, all those books you never read, blog posts you never wrote and things you never learned. For this garbage?

I believe we have choice: We can say no to garbage

We have no choice when we sacrifice our time to create work.

But we have a choice when it comes to quality.

Let’s create something that’s worth talking.

And, let’s say ‘No’ to garbage.

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Our professional lives depend on improving the current reality of marketing. Why aren’t we acting like it?

Imagine you had to deliver a media plan coupled with a bet on your lifestyle. If the media plan works out as planned, you’ll double your net worth. If it fails, you lose everything you have.

That’ll focus you on delivering the best media plan. Ever. Suddenly the media plan becomes the most important thing in your life. Not just another task you need to check off your list.

If you had to bet your financial life on this plan, would you make the same decisions? Would you work the same way? Would you chase the latest Foursquare check-in or would you focus on delivering value without being blinded by bright, shiny objects? Would you bet your future on creative ads that nobody gets? Would you bet your family’s world on the pithy, little insights of focus groups? Would you to adhere to the wishes of your clients if you had to foreclose your house in case your campaign fails? Would clients change things if they were accountable for the results?

Or would we take our decisions more seriously? Ensure that we leave our egos at home and develop the best solution for the specific problem.

And not our childish needs.

Our professional lives depend on improving the current reality of marketing. Shouldn’t we start acting like it?