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"We do not create"
Creek soul - Vitaly Bykov, general director of the agency Red Keds. The style of the author saved text contains profanity. I>
- At the beginning of this year, I said to myself interesting fact. Most of the agency's clients do not create anything.
We come up with the idea of doing a presentation, draw pictures, do mudbordy, paint the concept, shoot video, turn inside out to prove that it is necessary to do something. We participate in tenders and new domestic customers, we confirm that we won. And that's it. Nothing doing. Do not create a website, do not make an application without programming. We have a huge machine for the production of concepts that are flying in the basket.
Such examples I have accumulated millions. Most of the tenders of the year resulted in the fact that we were told about our victory. But then nothing happened. The answers are the same: "We need to wait!", "We will come back to you", "We decided to send money to the telly, shmelek and ... they do not exist." Fucking nothing ... Call jelly ... Millions of meetings, a lot of phone calls, travel, papers, presentations ... and empty. Zero. Hole.
What are we doing? We do banners, place ads, get a penny for unused ideas, maintain the site, but do not create anything new. We varimsya porridge called "Redo your strategy to fit our equipment," drink fruit compote with the name "You have created the concept of a rational benefits and need for emotional", eating bread crumbs "We have here is such a Concern" and sprinkle it all seasoning "Bring us bigaydiyu, not ten activations." And it's not only us.
First, all brand managers suddenly started saying that sites do is not comme il faut. The whole world is doing "something" in the social media. Let us social media! More. Pobigideistey. We need them both in Cannes, but for our dime. And we tell them, "Okay, is conductive." We bring ideas for social media. In reply to us: "Oh, no, it's not like they have. This we have to think, to pull the tail of the rubber on the back burner. " A little later brendmenedzhery say: "And while we Valya Vanka and Mnemonic pussy, you think of us a couple of ideas pozaboristey! Huh? "Bui you. There you have a stack of ideas ... and three months of waiting, calls, letters ridiculous. As a result - again nothing.
Someone who once said that you can make advertising on social media for a penny and get a lot of visits, page views and something there still very fashionable. And it turns out, no. Just brilliant things get a great response. But they, too, are planning their say and sell. Someone takes them and gives the agency to implement these things. And we have no one realizes.
This year, we did about 30 creative concepts for different kinds of brands. Of these, 2% is realized. Remaining in the "Holden».
What are the causes of all this? I think there are several reasons:
Brendmenedzhery, marketing director afraid to make decisions (we even have one client who for all time never he has not taken any decision, although it has it all powers); Brendmenedzhery, marketing director afraid to experiment. In order to take a decision (to make an application to the social network) need to build something, and in the new media is not possible. There are no leaders, there are not enough examples of the correct action; No budgets. Money is still frozen. They go only to the most appropriate promotional activity (TV, BTL - It's that important); For customers it's a lot of different companies that say different things (media people write strategy for free or for pennies, BTL create creative in batches, if only they were given budgets, ATL-Agencies also contribute to the mass of information jelly). In the end - it is not clear whom to trust.
For all the talk, we have lost the most important thing - meaning. We create ads and conversations on the subject of advertising. We all end up spending much more money on meetings and talks - this is money our salaries. During that time, while we are discussing ideas for the fourth time, one would have to create something to get the result. But there is no result, and this further multiplies "Concern". As a result, nothing is created.
via cossa.ru/
- At the beginning of this year, I said to myself interesting fact. Most of the agency's clients do not create anything.
We come up with the idea of doing a presentation, draw pictures, do mudbordy, paint the concept, shoot video, turn inside out to prove that it is necessary to do something. We participate in tenders and new domestic customers, we confirm that we won. And that's it. Nothing doing. Do not create a website, do not make an application without programming. We have a huge machine for the production of concepts that are flying in the basket.
Such examples I have accumulated millions. Most of the tenders of the year resulted in the fact that we were told about our victory. But then nothing happened. The answers are the same: "We need to wait!", "We will come back to you", "We decided to send money to the telly, shmelek and ... they do not exist." Fucking nothing ... Call jelly ... Millions of meetings, a lot of phone calls, travel, papers, presentations ... and empty. Zero. Hole.
What are we doing? We do banners, place ads, get a penny for unused ideas, maintain the site, but do not create anything new. We varimsya porridge called "Redo your strategy to fit our equipment," drink fruit compote with the name "You have created the concept of a rational benefits and need for emotional", eating bread crumbs "We have here is such a Concern" and sprinkle it all seasoning "Bring us bigaydiyu, not ten activations." And it's not only us.
First, all brand managers suddenly started saying that sites do is not comme il faut. The whole world is doing "something" in the social media. Let us social media! More. Pobigideistey. We need them both in Cannes, but for our dime. And we tell them, "Okay, is conductive." We bring ideas for social media. In reply to us: "Oh, no, it's not like they have. This we have to think, to pull the tail of the rubber on the back burner. " A little later brendmenedzhery say: "And while we Valya Vanka and Mnemonic pussy, you think of us a couple of ideas pozaboristey! Huh? "Bui you. There you have a stack of ideas ... and three months of waiting, calls, letters ridiculous. As a result - again nothing.
Someone who once said that you can make advertising on social media for a penny and get a lot of visits, page views and something there still very fashionable. And it turns out, no. Just brilliant things get a great response. But they, too, are planning their say and sell. Someone takes them and gives the agency to implement these things. And we have no one realizes.
This year, we did about 30 creative concepts for different kinds of brands. Of these, 2% is realized. Remaining in the "Holden».
What are the causes of all this? I think there are several reasons:
Brendmenedzhery, marketing director afraid to make decisions (we even have one client who for all time never he has not taken any decision, although it has it all powers); Brendmenedzhery, marketing director afraid to experiment. In order to take a decision (to make an application to the social network) need to build something, and in the new media is not possible. There are no leaders, there are not enough examples of the correct action; No budgets. Money is still frozen. They go only to the most appropriate promotional activity (TV, BTL - It's that important); For customers it's a lot of different companies that say different things (media people write strategy for free or for pennies, BTL create creative in batches, if only they were given budgets, ATL-Agencies also contribute to the mass of information jelly). In the end - it is not clear whom to trust.
For all the talk, we have lost the most important thing - meaning. We create ads and conversations on the subject of advertising. We all end up spending much more money on meetings and talks - this is money our salaries. During that time, while we are discussing ideas for the fourth time, one would have to create something to get the result. But there is no result, and this further multiplies "Concern". As a result, nothing is created.
via cossa.ru/
