Absolutely nothing?
(My thanks to Edwin Starr)
Not quite, but it’s easy to overestimate their importance.
So here is something to think about
Think about the judging process for most awards programmes. The words consensus and committee pop up far too often to suggest that the truly innovative, daring or different will stand much of a chance.
If you’re basing judgement on consensus, you can rest assured that the victorious idea will be good but not great. It probably won’t challenge, shock or surprise.
I’m reminded of a story of how BBH used to manage the Levi’s account.
Every ad concept was rigorously tested, and the ideas that researched the "worst" were the ones that would run.
‘Safe’ and ‘familiar’ never changed the world.
It’s much better to be a leader than a follower
Say it again you all!
This week's tagcloud
What's on my mind
About Me
- Kevin Jackson
- The glasses are important, since I’m almost totally blind in one eye. This means I have zero depth perception. Instead of making snap judgements, I have to think around a subject and look again to try and gain a sense of perspective. And that’s what I’m doing here - taking a different view of the trends and patterns around us to see if they’re as close as they seem, or further away than we thought. There’s not a discipline within the communications mix that I haven’t spent time in – what connects them though, is my passion for igniting advocacy and word-of-mouth. I’ve also worked on multi-platform campaigns for some of the world’s biggest brands, we are all on first-name terms. Ultimately, whether it’s a consumer, business or internal audience, no one is exempt from my belief in engaging experiential communications. Over the last four years ago, I’ve been busy developing relationships across the telecoms, technology, FMCG, retail and energy sectors, to name a few.
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