No Successful Campaigns Get Everything Right Except the Idea

One of the absolutely-not-diamonds popped up from HP Inc&#8217;s CMO, Antonio Lucio in an interview with Business Insider. &#160;To be fair some of what he had to say made a lot of sense, such as four of the five criteria his partner agencies need to provide.&#160; They are right up the street of the large management consultancies: &#160;&#8220;They need to bring data expertise to the table, and they need strong analytical capabilities. &#160;They need to be able to produce meaningful content. (They need) legitimate programmatic ad buying capabilities. &#160;And they need to be able to track how advertising impacts business.&#8221;&#160;His fifth criterion is another matter.&#160; Where we part company is Lucio&#8217;s assertion that it&#8217;s pretty easy to get ads made: &#160;&#8220;When it comes to getting ads made, brands can increasingly shop around without making a big agency commitment. &#160;&#8216;It is so friggin' easy to get it from anywhere.&#8217;&#8221;&#160;This is exactly where things have gone wrong. &#160;Collect and organize the data and do all the fancy analytics, tick. &#160;Sort out a transparent and efficient media buying operation, tick. &#160;Measure results, tick.All good, all unarguable -- but there&#8217;s an ingredient missing and it&#8217;s wrong to believe that you can buy that from some corner shop. &#160;The magic bit, the idea, comes as we all know from hard graft, from data and analytics certainly but far more than that it comes from a genius human.There are no successful campaigns that get everything right except the idea. There are masses of successful campaigns that are based on brilliant creative, whatever the media buy and whatever the analytics.&#160; And of course there are a few that combine everything successfully; they&#8217;re the ones we remember, and the ones that rightly win the awards.Photo credit: James Pond/UnsplashClick the social buttons above or below to share this content with your friends and colleagues.The opinions and points of view expressed in this content are exclusively the views of the author and/or subject(s) and do not necessarily represent the views of MediaVillage.com/MyersBizNet, Inc. management or associated writers.

No Successful Campaigns Get Everything Right Except the Idea

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Brian Jacobs

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No Successful Campaigns Get Everything Right Except the Idea

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