Necessity, the mother of invention?
Will an economic downturn curb the enthusiasm of companies to spend on decent creative, or will it force people to be more inventive?
The recent Honda live ad, where they booked the entire ad break for a live parachute jump was pretty innovative. You could argue that this is sign of a company splashing the cash… or was it only possible because prices are on the down and a stunt like that becomes affordable? It is certainly true that in an increasingly saturated media landscape, people need to work harder for standout – but chucking money at it is not always the answer.
In the socially networked world, creativity is king. The Cadbury Gorilla is case in point. Though I’m sure Cadbury spent a pretty penny, the many hundreds of spoofs that really made the campaign a success were made in homes with dodgy webcams or even camera phones. It is the idea that shines through – really capturing imagination.
So, will a downturn lead to a mass of truly awful ads… possibly on TV, but in the ‘click to forward’ world, the dross simply doesn’t make it through the judging panel that is the self-selecting audience.
By Bryony Thomas | Chief Clear Thinker | Clear Thought Consulting Ltd | @bryonythomas | www.clear-thought.co.uk
If this blog is of interest to you, you may also like to view:
- Blog: What’s more important to marketing success – science or creativity?
- Blog: Ads I’m loving at the moment
Clear Thought Consulting works with small businesses, equipping them with the marketing strategies, suppliers, skills and set-up that they need to become bigger businesses. We do this by planning and delivering 12-month marketing transformation programmes – supporting a small business through a step-by-step process to making marketing pay. We firmly believe that when you can’t out-spend your competition, you have to out-think them.
Published on 4 November 2008
