The Beyond ad. What's that all about?
July 23, 2008 8:45 AM
I like to think it's a poem (going all pink now), but it's mostly an invitation. Something to start the conversation. That one you keep hearing about, but maybe haven't jumped into yet.
It's a bit of a nudge, too. Just a pinch. Being in B2B is no excuse for one-way marketing and static mindsets. You're better than that. You can roll.
But you don't have to go it alone. Let's debate how and why (if?) marketing is changing...share influences...move it along...mmm...feels good to stretch...
What do you say?
PS: The ad first appeared in the B2B Marketing Business Directory, but we're planning a series for the magazine and other outlets - just so's you know.
2 Comments
Joel Harrison
Absolutely, let's push back the boundaries and 'stretch'. Just as long as we don't disconnect with the reason why we commissioned the campaign in the first place. Without wishing to be negative, pushing for exciting, dynamic and challenging creative can be at the expense of coherence and effectiveness. What's worse: campaigns that are dull and uninspired but effective; or wild, exciting ones that don't deliver? I'm not saying don't be creative, but I am saying keep an eye on what you're trying to achieve.
Noël Ponthieux
Interesting that you took the message to be focused exclusively on creative. It's quite open to interpretation, so that's certainly a valid aspect to discuss.
I think it's fair to say we're urging our clients and B2B co-conspirators to take a more open view of all the strategic, technology-based, and creative possibilities available to them, not simply advocating more flamboyant packaging. There's plenty enough kneejerk naysaying in the air about social marketing and search marketing, for instance. (Afraid that's another whole post in the making!)
Maybe 'creative is as creative does' would be a good guiding principle, per your gentle reminder?
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