Insights, opinions and stuff you'll want to steal
Over the past couple of decades, I’ve found it surprising, even shocking how frequently clients you’d expect to have a clear vision and goals set, actually don’t.
Anyone who’s read Shoe Dogs - Nike founder, Phil Knight’s excellent biography — will know his disdain for marketers and utter disregard for advertising lasted into the tail-end of the seventies when Nike was already a force to be reckoned with. His argument was that advertising could not be quantified.
Segments, avatars, personas - however you refer to them, it may be time to revisit your current segments and create some new ones based on who you might be excluding.
Proposals are time consuming and because they are unpaid, agencies are likely to rush through them. And because the agency lacks most of the information they need, they could be suggesting and quoting on the wrong solution altogether.