All agencies know the best ideas often fall at the first hurdle. We present a gem of a campaign that would cut through all the noise and be loved by customers. The marketing team love it and everyone gets excited.
But then someone has to take it upstairs and sell it to the powers that be.
They know their job could be forfeit if they take a risk and it fails. So, bit by bit, the brilliant idea becomes vanilla, they wheel in the brand bible, de-risk and slowly dismantle everything that made it great in the first place.
It could be argued that vanilla is still the best selling flavour, but here’s the thing. As content becomes more and more powerful and prolific and technology becomes even more sophisticated and seductive, if CMOs continue to hide behind dogma and the safe rules of their brand bibles, their brands will fade into the shadows. The spotlight will be taken by content that doesn’t feel corporate, but more like art.
Six years ago, my company Bigfish was approached by Ogilvy & Mather Global about buying the rights to Mr Pipik, a very simple, very strange 2D animated ukulele-playing character our team had created for a short film. Ogilvy wanted Mr Pipik for a launch campaign for a new Polish telco NJU Mobile, part of the global Orange network.