If you want to break up, just say so
Okay, business world, we can take a hint. Don’t think we ad agencies haven’t noticed your wandering eye. After all, it’s been going on for years, now. We remember, like it was yesterday, when you started buying the same desktop publishing software we use (even if you got the PC version, instead of Mac). We didn’t say a word. We tried to be understanding. Because, sure, you could save a few bucks by having an intern or somebody in admin throw together a quick spec sheet or a down-and-dirty flyer, instead of having us do it. When it came time for a full-fledged ad campaign or an image brochure, we were still the apple of your eye. So we didn’t mind that much. Really. Companies have their needs. And it wouldn’t help matters to have us whining and complaining.
We kept quiet, too, when you began building up your internal marketing departments, and started bringing all the strategic work in-house. And some of the creative, too. Because we’re all about the collaboration. We’re team players. We weren’t about to get clingy and demand all your attention. Because we trusted you. We knew that you’d turn to us in those special times, when the work was really high profile. Or you needed to re-brand. You told us over and over that no one gets your core values like we do. And we believed you.
But now. Now you go and do something like this. Yes, we’re looking at you, PepsiCo. Of all the lowdown…we just don’t even know you anymore. C’mon—crowd-sourcing? Really? That’s how you want to handle your new product launches? Wasn’t it enough that, as part of your “Dewmocracy” initiative, you let the so-called “wisdom of the crowd” develop your three new Mountain Dew varieties, Distortion, Whiteout, and Typhoon? Through an online game, for heaven’s sake. But now you’re going to let the unwashed masses create the marketing campaigns, too? Through internet submissions, of course. Using Facebook and Twitter. How very social media of you. How very web 2.0.
Meanwhile you’re telling your agency of record, BBDO, that none of this will impact your relationship with them. That crowd-sourcing is a growing phenomenon, and everyone is doing it these days, like your friends Unilever, Amazon, and Frito-Lay. You’re just following the trend and making the most of the moment. But your real brand steward will always be the ad agency.
Yeah. Right.
It’s time to man up. If you don’t want us anymore, look us in the eye and say so. We can take it. All we ask for is the truth. We’ll give you your freedom, if that’s what you want. Because a relationship without trust is no relationship at all. It’s like we always told you, if you love something, set it free. If it comes back, it’s yours forever. If not, it was never meant to be.
You guys hear about that thing John Winsor quit Crispin Porter + Bogusky to do? I don’t want to say the name of it, because I don’t want it to somehow help promote the progress of it (no such thing as negative publicity kinda thing) but I’m sure I’d love to read your opinion on what he’s doing.
Comment by puck — November 16, 2009 @ 5:02 pm
You know, Puck, I read about what those guys are doing and my BP rises so alarmingly, my temple throbs so insistently, that I’m not sure my health would survive my actually writing a post about the whole mishegas. Then again, there may be a moral imperative at work here, requiring a stand be taken, no matter the personal cost. In any case, thanks, as always, for reading and commenting.
Comment by Mike — November 18, 2009 @ 9:49 am