Sometimes, the more relevant problem in a brand communication exercise, is to determine if the stated problem is really the problem that needs solving.
In the mad rush to keep oneself relevant, a not-too-uncommon psyche is wanting to keep reinventing the wheel with every campaign, even though the previous ‘re-invention’ is still going strong. This tendency shows itself in a client brief that is vague, unidirectional, and does not highlight any problem with the brand communications and perception that the previous instance does not solve.
Sometimes in the mad rush of corporate jingoism, a little nugget that gets lost is an inconvenient question – was the wheel that was made, allowed to roll like it was supposed to? If the road is the same, the destination is the same, there are no new turns to be made, does the trusty ol’ wheel still need to undergo a process of superficial glorification? What purpose does that serve?
This is where the outside perspective of an advertising agency can act as the first line of defence. They know that not every problem being faced by their client partner is a creative problem in need of a massive overhaul. A good advertising agency communicates this to their client partners even though it might mean lesser monetary cashflow in the short term.
After all, a wheel that hasn’t been given a free run doesn’t need re-invention. It needs mileage. And great agencies are the ones brave enough to say exactly that.
Happy Monday!
