I've just been sent an opportunity. More of an 'opportunity' for a brand I look after to work with Alexandra Burke. It's a 12 slide presentation that tells me that Ms Burke looks like this
And nothing else. Nothing else at all. I've been sent a presentation of pictures. There's no idea here at all. Not even a sniff of a one. Apparently if I take up the opportunity then I'll be able to meet her.
I just don't know what the opportunity actually is.
What I do know is that ideas for brands still come out of people and places who get brands. And consumers and channels and market and and and. Media agencies make a big deal about how they can develop campaigns with media owners and bypass traditional creative areas. Sometimes they can. When I was a media planner I did. More often though they are just badging existing properties.
To get a great campaign a great creative and a great plan(ner) is a (great) place to start. Not always - and there are no guarantees. You are more likely to get relevant ideas that will make a difference to a clients business. Those things (and those people) are generally found in agencies.
I should probably talk about crowd sourcing at some point but I don't want to overrant. It upsets my cat.
Yes my elbow is bloody sore today and the Northern Line is no fun at all.
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