I've been mulling over this wacky advolutionary idea for a while now. It's absolutely insane and would not, could not work. But, maybe it could.
Advertising agencies are notorious for having their love / hate relationship with their clients: "Yes, they feed me, but they also turn my soul black and my heart to stone."
Well. WHAT IF... there was a "dream team" of advertising geniuses that happened to assemble themselves together without ego or obstacle? And, WHAT IF, they did something that no agency has done before?
This agency is called Me and the Wildcard.
Me and the Wildcard is an agency that has something every client would clammor for -- but it comes at a price. A wild price.
In order to get the dream team working for your brand, a client would have to agree to the "wildcard clause", being that they could be dense A-holes about most everything except 10% of everything. Yes, 10% of any advertising initiative would be dedicated to the Wildcard. The Wildcard would be one of those ideas that are created that are absolutely brilliant, but a little scary, too. You know, the ideas that the client "appreciates" but kindly abstains from. They are the ideas that would change things.
The Wildcard could be a fun and interactive way to "pump" your client up, too. The Agency could set it up game-show style: door #1, 2, and 3.
Barack Obama's politcal campaign is a force. It has spawned spontaneous and unsolicited grassroots efforts. It has attracted big name celebrities. And, it has reached out to a modern era in a modern way. Most importantly, it doesn't seem to take itself too seriously.
This political marketing campaign has evolved in an organic way that mimics the politician's own political style which seems to project: innovation, change and a departure from tradition.
Here are a couple of gems from his campaign thus far.
A catchy tagline.
Barack'n'Roll. (Sure, it's a pun, but it's also smart, catchy and relevant. It almost reminds me of a CPB Mini Ad?)
Great Guerrilla Marketing.
Note: This poster was created by the king of guerrilla street marketing: Shepard Bush or "Obey". As Fallon's blog says
"This as a significant endorsement because street artists, in general, tend to be anti-helping-the-man. They are known for being anti-this and anti-that, but rarely, if ever do we see them promoting a politician, or a presidential candidate for that matter. Not to mention Obey has quite the following. Equally, if not more significant, is that the Obama camp appears to be embracing the endorsement."
User generated Viral Videos.
(Ok, so I am not sold that this proves that Hillary's election as president would result in an Orwellean society, but kudos on the use of the "best ad in history" to prove your point.)
Can we say web 2.0?
Sexy.
Celebrity Endorsements.
So, not only do we have Oprah bringing her powerful "Oprah effect" to the table, but today we find that Maria Shriver, first lady to Republican Govornater and known Mccain supporter Arnold Schwarzenegger, endorsing the charming candidate, too.
And these two women are only a sliver of the star power that is lighting this campaign. We've got names like: Clooney, Pitt, Johannson, Caroline Kennedy - daughter of the late President John F. Kennedy, Will Smith, Chris Rock, Sidney Poitier and Bradford Marsalis, Jamie Foxx, Eddie Murphy, Isaiah Washington, Tyra Banks, Morgan Freeman, Halle Berry, Angela Bassett, Forest Whitaker and Hill Harper. To name a few.
"Niche" marketing.
So, it's not the most sophisticated niche marketing we've ever seen -- but still.
Step 1: Pretend that I am actually credible Step 2: Read this!
Secrets out: Technology is changing and the way people are consuming technology is changing. Now, the way brands are going to be able to communicate with the people should change, too. Don't resist it - that is when injuries happen. It will be much less painful if a brand is willing to accept this and learn from it than if they choose to ignore it, and here’s why:
We – you, I, your brother, the next door neighbor, enemy – are the people who are controlling what we know. We are controlling when and where and how and why we receive any message. We are making choices that are personalized to our own individual preferences. If we don’t want to see an ad we don’t have to... and there is nothing you can do about it. We will choose which brands succeed and which brands die. The brand will wait on the consumer and not the other way around.
It is okay to feel uncomfortable about this change, it is change, that is what change does. Fret not my pet. Find comfort in knowing that brands are still relevant.
What’s most important is for brands to be secure with the brand they are. After all, you've got a good brand, haven't you? It is about a brand making the same kind of decisions that people make about themselves everyday. That is not a new concept, brands have been defining themselves for as long as I can remember, what’s new is that they can and will be held accountable for it.
So what? Be honest. That’s not too hard. Do what you say. That isn’t so tough either.
This is the age of the empowered consumer. It is also the age of the informed consumer.
I wish I were advanced enough to for-see just how much opportunity lies in the very near future.
My humble advice?
Figure out who you are fast. Be less worried in who your public is and more interested in knowing who you are how you can do a better job of letting people know. Then, they can choose you.
Hire people that are smarter than you. Undoubtedly, things are changing faster than any brand can adapt to. Let someone figure out what is worth adapting or not adapting to.
And to that affect… be adaptable, damnit! You are not the boss anymore. They are. How are you going to make their lives happier, better, or easier.
Shut up and listen. People are telling you what they need. If you just close your mouth and open your ears, maybe you will actually learn something from them. And for free? Imagine that.
Embrace it. No one really knows what they are doing. You can’t really fail unless you choose to stop trying. Everything will be okay. If you have done all this then have confidence. You are good enough, smart enough and gosh darnit, people like you!
