MOLD

Whether brand or agency, CMO or agency team, the choice is always the same.

You either break the mold or grow mold.

Breaking the mold gives your marketing dollars far more power (staying power included) than growing it.

Witness Chick-fil-A, Apple, Nike, Porsche, Dove, Heinken or The Economist. Versus those who basically grow the same moldy cheese that plagues their category. Whether it’s Fast Food, Beverage, Medical, Cellular, Perfume, Fashion or Finance. B2B or B2C.

The come-from-behind brands, however, have nothing to lose. Outspent, they exercise the power of smart, differentiating, creativity. Not just in advertising, but throughout their companies.

Case in point: the cows Chick-fil-A rode to growth and fame while, unlike all competitors, they remain customer service and quality food focused, closed on Sunday and lead their communities in food donations to worthy causes. All customer values inherent throughout their organization. Everything they do breaks an industry mold. Right down to cows selling chicken to save themselves.

In a previous agency, we pitched a strong regional bank and won by showing the spreading mold of the financial sector. Our presentation rested on a 3-minute video of competitive commercials plus one of theirs, but we switched announcer tracks and logos with the other spots.

Not only did they all feel and look the same, but the announcer tracks fit like a glove. Even the closing theme line remained true. Then we presented what otherwise would have been considered a very risky idea.

“We’re here to put a dent in the universe,” Steve Jobs believed. “Otherwise, why else even be here?”. 

So together, as a team clearly seeing the reward to what some may feel is too risky, we either break the mold or grow more of it.

And with an open, trusting and mutually respectful client-agency relationship, you’ll hear the dent in the universe – the breaking of the mold - for decades to come.

Get A Life

There have been several recent articles regarding the need for agency creatives to have a work-life balance. While we don’t disagree, the need is obviously far greater than just with creative people.

It’s a societal disease. And one more difficult here in the US than in countries whose cultures place greater emphasis on life outside of work than we do. Recently, some French friends chuckled, challenging me to change the term “work-life-balance” to “life-work balance”. And after experiencing the way they live and work, it frankly is the better term.

Why? Because life should come first. It’s the big picture. And with it, family life, life with friends, and life passions like art and music. Yes, marketing and advertising, too.

And like art and music, marketing and advertising draw their inspiration from life. From living it, observing it, and sharing it with family and friends.

So yes, the ideas (strategic, creative, client or agency, advertising, or product development) that connect most with consumers are those inspired by, and drawn from, life.

Not from isolation. Not from insulation. Not purely from research and data.

For example, we’d be stunned if the Dove Real Beauty campaign was created by a team void of feelings who’d never looked in a mirror and felt less of themselves due to cultural pressure to look like a model. Or if the e-Trade Baby was created by a team who’d never been around one. And both campaigns were likely championed by clients who have shared those life experiences. Using research and data to support them, sure. But ideas inspired by life.

As a nation, we’re more isolated, insulated and out of touch with humanity than ever before. We feel it. We bleed from it. Sadly, we even die from it. And our communication, brand relevance and campaigns reflect it.

If you’re thinking “yeah, yeah, yeah,” then comb the art galleries. The libraries. The history books. Or for those of us in marketing and advertising, comb the Cannes and NY One Show winners. Whether you believe in the importance of award shows or not, these two are evidence of highly regarded creative shows dominated by countries where creativity in any form is an art. An art reflective of a life-inspires-work way of life.

So yes, get a life. We all, and the work we create, nurture and champion to strengthen our brand, will be better for it.

Dollars & Sense

On July 18, the 4As, Association of National Advertisers (ANA) and Advertiser Perceptions released “The Cost of the Pitch,” a joint, first-of-its-kind report surveying 300 marketing and agency executives.

While it was a bit surprising to see the average severity of those costs similar on both sides of the relationship, large brands and agencies or small ones, the conclusion has been felt for decades.

The pitch process is broken and a huge waste of money for marketer and agency alike.

Marketers enter a review with a long-term primary expectation of business impact, with increased revenue and improved brand perception. Agencies exist to deliver that. But in the end, cost-savings rises from fourth on the consideration list to numero uno.

Does the client marry the agency that best understands the brand’s business challenges and thus demonstrates the most ownable, effective, and actionable solutions?

If they did, relationships would last longer than their current average of 3.2 years for large brands and less for small-to-midsized brands where clients move fast, often without the patience to see evidence of success.*

Sad, when even the average drama-laden Hollywood marriage lasts 4.2 years longer than that.**

Yes, the review process is broken. But so is the criteria for a successful client-agency relationship.

We say dump them both.

The money that matters is derived from the growth of your brand. You and your agency should profit from that.

If it’s falling short of goals, review why. Do you have a relationship built on openness, collaboration, trust, and respect? Either way, if it appears the agency is falling short, tell them and give them reasonable time to perform to expectation.

Or if your needs are outgrowing their capabilities, tell them and arrive at a decision together. If they can’t or don’t, don’t ask them to defend. They’ve had that chance in a less costly way to you both.

Then select three agencies you and/or your consultant believe meet your expectations and date. Give them an assignment, pay them a real, mutually agreed upon fee and look at life together. Then propose to one, marry for the long-haul, grow together and enjoy the fruits of a true partnership.

Don’t make it about the least amount of dollars.

Make it about what makes the most sense.

*Mad Men To Sad Men

** Lloyd Pratt & Co, divorce attorneys

2023 Restaurant Industry Trends: A Mid-Year Report for CMOs

As we fly past the halfway mark of 2023, it is crucial for CMOs of restaurants to stay informed about the progression of trends shaping the industry. By understanding and embracing trends, you can position your restaurant chain for success and drive growth in the remaining months of the year.


    1. Personalization takes center stage:

In an era of intense competition, personalization has emerged as a key differentiator for restaurants. Today's consumers seek tailored experiences, and this shows no sign of changing. CMOs must harness customer data to offer personalized recommendations, promotions, and loyalty programs. By leveraging artificial intelligence and machine learning, restaurants can analyze customer preferences and behavior, leading to hyper-targeted marketing campaigns and increased customer satisfaction.


   2.  The rise of eco-conscious dining:

Sustainability continues to be a hot topic across industries, and in 2023, eco-conscious dining has gained significant momentum. Consumers are increasingly concerned about the environmental impact of their food choices, leading to a rise in plant-based menus, locally sourced ingredients, and eco-friendly packaging. Restaurants that embrace sustainability will not only appeal to a broader customer base but also contribute to a greener future.

    3. Technology-driven dining experiences:

The integration of technology into dining experiences continues to transform the restaurant industry. In 2023, one notable trend is the ongoing adoption of QR codes in restaurants post-COVID surges. Online menus provide a cost-effective (and greener!) solution for updating items, reducing the need for printed materials. This technology not only saves money on printing costs but also enables restaurants to offer dynamic and interactive menus that can be easily updated. The same goes for digital menu boards vs. static. Additionally, even fancier restaurants are adopting mobile ordering from the table to reduce wait time, and some even experience larger check sizes employing this method.


    4. Social media and influencer marketing:

Social media remains a powerful tool for restaurant marketing, and in 2023, its influence continues to grow even as new platforms like Threads come online. Collaborating with influencers – or the more current and preferred title, creators - in the food and beverage space can create a buzz, increase brand awareness, and attract new customers.

In addition, a fascinating trend emerging in 2023 is the creation of TikTok or Instagram- able menu items, designed specifically to provide the motion and visuals compelling on social. According to “How TikTok Took Over the Menu” in New York magazine, “Wherever the influencers land, once they are in a dining room, they’ll need something to record. The more action that can happen in front of them, the better.” Think tableside salad tossing, stretchable cheese, oozing deserts.

    5. Contactless technology becomes the norm:

 The pandemic accelerated the adoption of contactless technologies in the restaurant industry. As we move further into 2023, contactless ordering, payment, and delivery options are no longer just temporary measures but have become a permanent fixture in the dining experience. CMOs should invest in robust technology infrastructure to provide customers with seamless and secure contactless payment solutions, ensuring convenience and safety.

As marketing professionals, it is crucial to stay adaptable and agile in response to changing consumer preferences. By capitalizing on these ongoing and morphing trends, you can attract and retain customers, drive revenue growth, and solidify your position as an industry leader in the dynamic and competitive landscape of the restaurant industry.

Wishing you continued success in the second half of 2023.

AN AGENCY REVIEW, HONESTLY?

Agency reviews can be a tough, tedious, time-consuming process for clients, without a doubt.  

But you can avoid the “Tinder mentality” to agency reviews and the process becoming a total waste of time and money for both of us.

How? Don’t tell us what you think we want to hear.

Be honest.

You’d be surprised at the number of clients and agencies who are so intent on impressing each other with what they think the other wants to hear, neither really gets to know who they’re dating. Sadly, it also continues well into the marriage, eventually exposing grounds for divorce.

So be honest. It’s key to trust, respect and a mutually beneficial relationship, not to mention enjoying our time together.

Ask the same of the agencies you’re considering. It will certainly weed out those who share your beliefs, goals and passion for your brand from those who don’t.

And that’s what we both want, right?

Tips for Clothing Brands: Building a Strong Brand Identity in a Crowded Market

We’ve been following the the rise of Shein, and it got us thinking about how a clothing brand can succeed in today’s competitive market, with countless brands vying for consumer attention and new ones popping up daily. In such a crowded market, building a strong brand identity is critical for success and help you stand out from the competition, establish trust with your target audience, and ultimately drive sales.

So, how can you build a strong brand identity for your clothing brand? Here are a few tips:

1.    Define your unique value proposition: What sets your brand apart from the competition? Is it your high-quality fabrics, your commitment to sustainability, or your on-trend designs? Clearly articulating your brand's value proposition can help you differentiate yourself from competitors in all communications.
2.    Emphasize your brand's personality: Your brand's personality is a critical component of your brand identity, and it's important to differentiate yourself and create a memorable identity that resonates with your target audience.  Whether it's quirky and playful or sophisticated and refined, ensure that your brand's personality shines through in everything you do.
3.    Consistency is key: Consistency in your messaging, visual branding, and customer experience is critical to establishing a strong brand identity in the minds of your target. Ensure that your brand's message is consistent across all channels, including your website, social media, packaging, and in-store experience. Use the same fonts, colors, and imagery to create a cohesive look and feel for your brand.
4.    Pretty pictures tell a story: Visual storytelling is a powerful tool for building a strong brand identity. Use high-quality images and videos to showcase your products and tell the story of your brand. Invest in professional photography and videography to create a visually stunning brand identity.
5.    Reach and Frequency: the basic blocks of advertising effectiveness have not changed, but the way they are delivered certainly have. Ensure you have media partners to ensure every dollar puts your message in front of the right audience, and invest enough to ensure you brand “sticks” in the consumers’ minds. And remember that today, communications is a two-way street. Engage with customers on social media, respond to their feedback, and listen to their needs. Use this feedback to shape your brand messaging and product offerings.

Building a strong brand identity in a crowded market is no easy feat, but by defining your brand's unique value proposition, being consistent in your messaging, and emphasizing your brand's personality, you can establish a unique identity that sets you apart from the competition and drives success for your clothing brand.

Is your mermaid tired? When to consider a rebrand.

Many a CMO has pondered whether the time is right for a brand in their portfolio to undergo a makeover. 109-year-old brand Chicken of the Sea just embarked on its first in 20 years – so why now? Let’s examine its transformation to consider the functional and esthetic “whys” behind the new work.

First, what did they refresh? Of course a brand is much more than a logo, so the team also tackled the positioning, packaging and launched a new campaign.

Most consumers will encounter the brand in only one place – their supermarket shelf. So legibility and shopability are of utmost importance, even more so when considering the small size of a tuna can.

The logotype was separated from the brand mascot so the words can more easily be scaled, and the font was refreshed to be bolder, cleaner and more modern. Losing the drop shadow also improves readability, especially on screens.

Of course it’s important to also remain true to the known look with a legacy brand, so the prominent red and green brand palette was retained, but the colors are now more saturated. And the background on the can was simplified from a color-gradient burst to a clean white graphic resembling a clam shell that evokes the ocean.

And in the smartest functional move in my opinion, the logo treatment is replicated on the back and front of the can, so it’s visible to matter how the cans are stacked on shelf.

The brand mascot, mermaid “Catalina,” has been separated from the logotype, giving her a more prominent position. Luckily Chicken of the Sea didn’t have to contend with the old version being culturally insensitive like other recent troublesome brand refreshes (however scroll to the end to see the original 1952 character.)  The tweaks are subtle, but meaningful. According to the brand and its agency partner, the goal was to make her look stronger, more confident and less cartoonish.  

They gave her expression more definition and straightened her posture toward the viewer to convey more empowerment. And now she wields Poseidon’s trident instead of a small scepter.

In terms of positioning, the brand tightened its promise to consumers - that they can “eat healthy and live happy,” which ladders to that of its parent company Thai Union’s: “Healthy Living, Healthy Oceans.”

Utilizing consumer research, its claim of “wild caught” was given much more prominence on the cans, including on the real estate on the top of the can. And it was carried into the new advertising campaign’s tagline, ‘Wild-Caught Happiness.’

And what’s a campaign launch without a promotion? Chicken of the Sea ran a cute “mermaid-spotting” social content to engage consumers with the brand.

So, whether for functional or esthetic reasons, are you ready for a refresh?

 

Sources: 

Packaging Digest 

Little Big Brands 

AdWeek 

Brand Innovators 

Transform Magazine 

Capitalizing on a rosy 2023 forecast for building products

With Lowe’s Q422 sales up 5% and Home Depot’s a whopping 11%, both major retailers are poised for continuing strong momentum this year. And that’s great news for marketers selling building products and tools. 

A few 2023 trends we see for marketers in this space: 

1. Climate conscious: Sustainability themes and energy-efficient products will continue to gain mainstream acceptance. Solar in particular is hitting its stride - forecasted to triple in five years. 

2. Retail ad networks: Both Lowes (One Roof) and Home Depot (Retail Media+) are further monetizing their customer base through direct ad sales to its suppliers. Expect this only to continue, until it’s an essential part of the media mix for vendors. 

3. Pro & Home Targets: beating its overall growth, Lowe’s said sales among home professionals grew 23% in the fourth quarter. Is now the time for a product assortment and/or audience evaluation to ensure you’re maximizing both potential customer groups? 

4. AI-driven tools: Machine learning engines driving interactive content (think quizzes), chatbots and customer assistance will continue to get smarter and more engaging for customers, potentially saving companies 

5. UCG & Influencers: No longer novel but still relevant, curation of reviews and micro-communities are the latest focus, with networks emerging to manage relationships. 

Marketing in a boom year can be just as challenging as during weak market, with increased competition and a fragmented media market. But a strong brand, value proposition and breakthrough creative will never go out of style. 

Lay Off Fear First

We’re hearing a lot about layoffs. And our hearts and prayers go out to anyone experiencing them.

Some of us here have been on both ends of a layoff. Equally tough if you’re the least bit human, although hard to believe if you’re the one being laid off.

So before going any further, if the latter is you, lay off fear first. Regardless of the company’s cause for layoffs, it’s likely due to whatever impacted their bottom line and not to hiring poorly. Fear has no place in leveraging your ability to not simply land on your feet, but to land something better. And please, use the connections of those in our agency if it can help.

To those companies laying off good people, do likewise. Lay off fear first.

As M.T. Fletcher writes in the January 22, 2023, issue of Ad Age, “There’s an epidemic of fear that drives most marketing today … risk-adverse [marketers] are desperate to put numbers on the board without making waves.”

We’ll wager your company, and your arch rivals, were founded and grew by making waves.

So lay off fear first.

Fear kills collaboration, the key to creativity in all you do. Fear demands mediocrity. Internally and from your agency. You don’t want any of us fearing differentiation. After all, without risk, there is no reward.

Marketing is the only line-item expense that actually generates revenue. So lay off fear of maintaining your budget in tough times. History shows brands that maintain their budget gain share over those who don’t.

Lay off fear of heart and gut. Listen to data and analytics for what they are: important insights into where and how to reach your customers, their buying habits and response and reaction to your brand and messaging.

But be fearless in knowing WHY. Why feeds your heart and gut and leads to relevance. It reveals emotion, values, beliefs, and attitudes. Not just about your brand and product, but about life, and everything influencing and impacting it. Until we’re robotic and mindless clones, we need relevance.

After all, you can’t expect anyone to surf in a flat sea of mediocrity. We need and crave to catch a wave.

Lay off fear. Make waves.

Mix it up with 2023 Alcohol Trends

For a marketer in the adult beverage or full-service restaurant business, conflicting trends can create serious whiplash.

On the one hand, the pandemic drove a 20% increase in liquor stores sales (7-month period, 2019 to 2020; Columbia).

On the other, “dry January” and “sober October” are increasingly drawing followers and influencers, focusing on health and wellness as reasons for temporarily abstaining.

So what does this mean for your product mix and marketing messages? CHOICE. Increasingly young adults are testing the waters of sobriety, a lifestyle dubbed “sober-curious.” They may choose to indulge at unlikely times, and moderate at others.

For example, the CMO of Another Broken Egg shared with NRN recently that the chain has been experiencing success with an expanded adult beverage menu and innovative menu items that integrate alcohol – such as spiked whip cream. Alcohol as a percentage of total sales has increased dramatically, going from an average of 5% of in 2015 to more than 15% today – and they only serve breakfast and lunch!

 And at the same time, off-premise sales of “near beers” are projected to hit $361M this year – almost double 2019 pre-pandemic sales, per Beverage Marketing Corp. Their research predicts that including sales at bars and restaurants, the total is likely closer to $500M.

 Our advice? Mix it up and provide choices! Marketing options among innovative products (CBD anyone?) and menu items (breakfast faux beers?) may help retain and grow business by hanging onto the whipping tail of changing consumer behaviors.

Keep It Simple

This is a follow-up to our Shifting With Paradoxical Consumers blog posted previously, referencing the “Human Paradox” July 2022 Accenture global research report recommending companies make a shift from customer centricity to life centricity.

The study’s last point was to simplify for relevance across all consumer touchpoints, stating that what customers ultimately need is anything that “cuts through the noise and makes their lives easier.”

This is never truer than in advertising. While advancements in production technology have been exciting, they’ve also led to incredible executions that sadly lack a simple, powerful and relevant idea. They “wow” for a moment or two but don’t resonate and don’t create a meaningful bond, much less a lasting one.

So CMOs and agencies, demand big, salient ideas born of the consumer’s life and needs. Strong, simple ideas rooted in honesty, understanding and making their lives simple.

Agency and in-house creative teams, put concept first and execution second. Then strip away anything diluting the strength and simplicity of your concept. Insist that execution elevate, not mask.

And most importantly, CMOs, let advertising or communications strategy be what stretches you and makes your palms sweat in a healthy way. Get buy-in internally and take ownership. Don’t use creative to gain strategy approval. Creative is, after all, the mirror image of brilliant strategy. And therefore, should be a natural, if not anti-climactic extension of strategy. It will not only help simplify consumer lives, but yours, too.

Then let concept rule, not execution.

Or as the late Kelly Johnson, lead engineer at the Lockheed Skunk Works once quipped, “Keep it simple, stupid.”

Shifting with Paradoxical Consumers

We’ve all experienced changes in the consumer buying process from pre-COVID to now. Everything from more online purchasing and less in-store, to supply chain and labor shortages.

But we’re now faced with a consumer value vs. values paradox that has led to a disconnect between what companies think consumers want and what consumers say they want. A tug of war over a tar pit for most companies.

A July 2022 Accenture global study states, “consumers are allowing themselves to be inconsistent as they reconcile personal values with practical realities. But as increasingly self-reliant and self-empowered consumers embrace complexity, businesses are still seeing them as one-dimensional walking wallets.”

72% of consumers say that external factors (i.e. inflation, social movements and climate change) are impacting their lives more than in the past.

60% say their priorities keep changing as a result. Hence the paradox between values and value at the cash register.

All at a time when consumer choice has never been higher and the cost of switching brands has never been lower.

Therefore, the study recommends shifting from being customer centric to being life centric. To see the customer in their full life, solve for shifting scenarios at every point of contact and simplify for relevance.

A tall order. But remember, changing brands has never been easier or cheaper. So make lives and paradoxical decisions easier and become a valuable difference maker.

Demand that your advertising and communication do likewise and leave your competition peering into the tar pit.

More on that to come

Resonate.

I recently spent two months living and working from my wife’s home village in Southern France. Since my very first visit there 16 years ago, the pace of life, life-work balance (reverse emphasis intended) and the high value placed on the art of everything are their own forms of stress relief.

It’s a culture now being tested by a COVID world very much like ours. Labor shortages in most key industries due to people making job or career changes, a greater number of people retiring than the number of people entering the labor force, etc.

The burden on internal and external communication is also very much like ours. Especially in the transportation industry.

A Brussels-based consultant I had coffee with said it best, “If you understand communication in terms of who needs to know what, where, when and why – and thus have tech skills beyond execution – you’re needed and highly valued anywhere in the world.”

We likened it to executions in search of ideas that dominate advertising today.

So clients and agencies, keep making the work look good and do cool things. Make it reflect your brand look and even embody brand purpose. Everybody else is.

Which is exactly the point.

Execution is important, but get above it. Push for a differentiating insight, strategy and idea. One that empowers externally and internally by being the right message to the right people, in the right place, at the right time. One that outlives its exposure and works overtime to propel your brand over time.

One that resonates.

The world is just too execution cluttered, insight challenged and reactive vs proactive for brands to thrive otherwise.

LESS ISN’T ALWAYS MORE

Less strategy isn’t more concept. But it’s easier.

Less concept isn’t more brand recognition. But it’s faster to churn out.

Less brand recognition isn’t more brand retention. But it may be cheaper if that’s your goal.

Less brand retention isn’t more brand preference. But it helps the sales force. Just not yours.

Less brand preference isn’t more sales. But it is blamed on the product and/or sales force.

Less sales isn’t more profit. But it is an excuse.

Less profit isn’t more dividends, raises or jobs. But it is cause for your dismissal.

Less isn’t always more. But it is less work.

We want more.

THE 4 Ps

Product, People, Place and Profit.

It’s the natural order for any successful creatively-driven business. It’s most certainly ours.

Product. Hold the bar for your product high, with integrity and reverence. It is, after all, your brand that’s at stake. Compromise it, tarnish its luster, and you weaken its ability to attract other clients and talented people who want the benefit of your agency’s expertise.

People. In all departments, hire only those capable of clearing and raising the bar. Hold them as high and value them as much as the work they create. Respect them and their right to have a life. By all means fuel their growth and learn from them. Stand tall for them. They are your lifeblood.

Place. It’s more than an energizing, inspiring, creative environment, even if working remotely and gathering or Zooming for meetings. It’s your culture. So don’t just invest in great people. Invest in what they need to thrive – their workspace, tools, values and personality of the entire agency. Lee Lynch, former CEO and founder of Carmichael-Lynch once said, “Environment is a third of your ability.” Treat it as such.

Profit. Keep the order above, charge what you’re worth and you’ll profit. But flip the order and, well, you become a bottom feeder.

Product, People, Place and Profit.

Tougher to adhere to than it is to say.

But a whole lot tougher if you don’t.

What Makes A Good Client-Agency Relationship?

Relationships are built on trust and respect.

Clients, if you don’t respect and value the power of advertising and the agency’s honesty, expertise and knowledge, how can you trust them with your brand?

Conversely, if the agency doesn’t respect your honesty, expertise and belief in the power of advertising, how can they trust you with their brand?

Look at the longest, strongest, most fruitful client-agency relationships and you’re sure to find mutual trust and respect at the core.

Both are earned, by the way. Every day.

SILVER LINING, NOT A SILVER BULLET

There’s no doubt that the more and deeper consumer data and performance analytics we can gather, the more effective marketing and messaging can be.

But data is fact. Facts are good, but they lack emotion and often the motivational “why” behind them. As a result, facts can be deposed by a better fact quickly and easily. 3x the whitening power is better than 2x the whitening power.

Data is also invaluable food for communication. And communication is an art. Inherent in art is emotion. Be it joy or sadness, humor or anger, empathy, curiosity or love. Emotion make facts resonate.

It’s this artful communication of fact and the resulting personal experience that create brand enthusiasts, loyalists and inspire brand activists to bring others into the fold.

Which is no doubt why “Just Do It” is in its 34th year and Nike is projected to hold a steady, commanding 27.4% share of the sports and athletic shoe and footwear market between 2011 and 2025 *

Yes, you can have more finite consumer data and insights now than ever before.

But it’s important to keep perspective. It’s what we do with, and how we use, data that’s the game-changer.

Data is a silver lining, not a silver bullet.


•Source: Statista: Forecast of Nike’s global market share in athletic footwear from 2011-2025, February 4, 2021.

“YES” AND “NO”

Whether you’re a client or agency, your moment of truth – the test of your intelligence, vision, ability, team trust and respect – is when you have to say “yes” or “no” to a differentiating idea.

Sadly, “no” usually requires far less conviction and courage than “yes”.

You don’t have to stick your neck out to say “no”. In fact, no one will likely ever know you say “no”.

Witness a former Fortune 100 client targeting teens who confessed decades later to having said “no” to a potential endorsement deal with an unknown band named The Beatles.

Saying “yes,” however, commands exposure, opinion, building your case, championing the idea and ultimately attracts upper management attention.

Imagine, client and agency, saying “yes” to putting the entire product introduction budget into a full-page newspaper ad teasing a single Super Bowl TV spot (Apple’s legendary “1984” campaign).

Sure, you can say “yes” and fail. But you can learn from failure. You can overcome it. (Elon Musk with multiple rocket launch fails, Tesla teetering on bankruptcy and being ousted as CEO of two previous companies).  

“No” flat-lines the heartbeat of risk.

“Yes” insists on the client-agency team picking up those two electric paddles and jointly working their asses off to bring success to life.

We thrive on the freedom to fail. And come, two electric paddles in hand, ready to work our asses off with clients who thrive on it, too.