7 Sacred Cows to be debunked. A confession of sorts. (Deuno is a small creative shop in Chicago)
“The future doesn’t fit the boxes of the present.
1) Idea Buffets rarely maximize creativity
Neither does the Omakase approach (Chef’s choice)
Its about the idea process: Ad agencies are good at divergent ideation. But not good enough alone, convergent ideation is required.
2) Ad campaigns
Ad campaigns are only one way of doing it. Its a finite campaign. Its an expense.
What If…
–Marketing was evergreen? Like media? shine.yahoo.com (sponsored content)
–Marketing facilitated extension into other areas (redbox started by trying to make use of the time of people waiting in line to buy a burger)
(two other what ifs regarding behavior was mentioned)
its about creating marketing assets
3) Marketing teams are made out of superheroes
Its not about the specialist in marketing. You need inter-sectional innovation requires generalists among specialists. To bring ideas in from different fields. Need to hire generalists. (like master splinter from Teenage Mutant Ninja Turtles)
4) Creative leaders should be the most creative people.
Use Creative Leaders cause creativity which requires different skills.
reward creative people differently from creative catalyst
Rockstars and Catalysts have different incentives.
5) Each employee should strive for perfection
We hold folks to our particular idea of what ‘perfection’ in the firm is (a sort of do-list). Create the perfect job not the perfect person.
6) Marketing is a masterpiece to be revealed
We didn’t have the tools to iterate, be nimble and real time. There’s a collaborative launch and there’s the traditional launch. “If you’re not embarrassed of the first release of your product, you released too late.” – a Silicon Valley adage. Evolving based on what consumers are saying, not just ONE BIG LAUNCH. Collaborative launches have a community and a
“Creatives never finish a piece of work, they’re forced to abandon it”
Keep Marketing in Perceptual Beta
You’ve got to be able to evolve it, it may take a different set of people, but
7) Integration is the Ideal
No. Its an exception. Embrace the one-off. Put a little bit of an experiment, build it to rally other ships. You get to fail quickly and get on to the next thing
