As a Zombie Strategist (in Adland, over forty, not quite dead), my entire existence is about compromise. Not alive, but not quite snuffed it, I exist in a grey place that is not one thing or the other but smells strongly of rotting cabbage.

I like to think of myself as ‘Living Adjacent’.

This extends to the workplace – I would like to devour people, popping their heads off like Smartie caps to get the delicious grey thinky paste that sloshes around in their cranium. Peter from HR would rather that I didn’t do that, and instead suggested a day in which we workshop the downsides of eating my co-workers and the joys of compromise.

And so we have compromised.

I have eaten Peter.

But not all compromise is this positive.

For example – when it comes to a Single Minded Proposition, compromise can be a bad thing.

Modern marketers have a lot more pressure than their predecessors. More hoops to jump through, more targets, a great deal more stakeholders. Some of that is positive. Some, maybe not so much.

Which leads to ‘Stakeholder Inflation’.

Stakeholder Inflation starts with ‘The Client’ – a single point of sign-off, an intelligent individual that you can form a working relationship with based on mutual respect and an understanding of each other’s motivations.

It is a relationship based on trust.

But to get the budget they need to do their job, sometimes ‘The Client’ needs to pool budget or approvals from other people. And the meetings can start to balloon a little.

More people means more points of view.

Things can take a little more time, but with the right systems in place, this can be managed smoothly and the group can expand inline with the initial working relationship. Respect, trust, mutual understanding.

If that relationships is not closely managed, inflation gets out of control and before you know it, it’s the office equivalent of Weimar Germany, people are moving amends by the ton in wheelbarrows, and you have enough stakeholders for a pop-up chorus line and performance of Cabaret.

And at the end of that process you can’t quite get sign-off on the Single Minded Proposition.

And so your SMP gets… compromised.

Why do you need a Single Minded Proposition and what is it?

You need a Single Minded Proposition to communicate the thing that sets you apart and that you want the audience to know/think/feel within a fraction of a second of seeing any communication from your brand.

Because your company does loads of cool stuff – but you don’t have time to communicate all of it. You need to pick what you want to say and stick to it.

It’ll be on the brief that goes to the creatives. It’ll form the backbone of the messaging that goes out.

So… why does it matter if it’s compromised?

One of the benefits of having worked in Creative and Strategy over the years is that I’ve been kicked in the goolies by both sides. It has given me a keen understanding of the art of not getting kicked in the goolies.

If you have a split proposition – the ideas that your creatives can start from become massively limited.

Here’s a theoretical example – Let’s say that back in the day, Guinness’s SMP was – “A Guinness is so good, it’s worth waiting for”.

Creatives can take that almost anywhere – give the brief to five different teams you’ll get hugely different interpretations.

Feedback comes in and says something along the lines of – Mmmm…. We’re worried that it looks a little ‘loner-ey’ – I think that it would be good to show that it’s good to enjoy it with other people.

Now, let’s split it – “A Guinness is so good it’s worth waiting for and sharing with friends”.

or let’s say you want some provenance in there instead.

“A Guinness is so good it’s worth waiting for and has been brewed in Dublin since 1759”

With one change you haven’t just changed the SMP – you’ve written the adverts. You’ve written the strapline (near as dammit).

You’ve manacled the teams to an SMP that is simply too complex – by the time they have explained your whole SMP – there isn’t any room for any storytelling.

Which means that the campaign will be executional rather than creative.

There’s a lot of examples out there. I’m not going to be mean and point them out.

So… how do you prevent this?

This on the agency. We are always trying to do our best for our client, to make them look great. And we are aware of timings, and budgets, and the internal pressures facing our clients.

We want them to be happy, we want to get sign-off… and so we do the unforgivable.

We make ourselves believe that the compromise won’t really be a problem. That just because it’s split, the creative team can still pull it out of the bag.

Having stood in both camps I understand the problem.

But a split proposition will screw everybody.

Because in a meeting six months from now, a person you have never met will be judging your output based on the document you compromised on. And for them it will be mandatory.

You will have been screwed over by your own compromise.

And so we need to take one more meeting. Risk annoying one more group of people. Do the work, present the research, show the findings, illustrate the thinking and cut down the options.

To get the split to become a single.

Because in the end, it’ll be worth it. In the words of Zombie Winston Churchill – “BBbbbbbbBBBrrrraains….”

An inspiring message we can all agree with.

#Advertising #Marketing #Strategy #Zombies

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The advertising industry thinks its dying.

Constantly.

It is a connoisseur of hypochondria.

This week it’s dying of AI.

Before AI it was dying of, in no particular order, Inhouse Agencies, Adblock, Young People, Remote Working, Old People, Going Back to Office Working, the Internet, Youtube, Photoshop, Television, Netflix and Myspace.

This isn’t to downplay the utter shambles of a job market that’s out there at the moment, but the industry isn’t dying.

Rather, it is undead.

Constantly shuffling about, moaning to itself, seeking out the audience so that it can devour their brains…

As a man in my mid-forties, I have chosen to embrace this fact. Far too young to retire, and yet ancient by the industry’s standards, I have chosen to become that which the industry has made me. Ladies and gentlemen… I am the Zombie Strategist, and I’m here to fulfil your D.I.E requirements.

YOUR DELICIOUS AUDIENCE

As any self-respecting Zombie knows, to survive you need to go where the people are… the juicy, succulent people… As a member of the Undead community, WFH just isn’t an option.

And to do that we need to be brave enough to remove our own personal biases. Life can’t be all guttural moaning around cranial canapes.

At the moment advertising and marketing at some of the highest levels seems to have a certain homogeneity of outlook. Take the recent reaction to Donald Trump winning the election. The UK comms industry has been making quite a few posts about this, and I’ll be honest, they don’t seem keen. Very unkeen in fact.

I can feel their pain. Watching the first debate between Trump and Biden as a Zombie was a bit like having to choose between two very old petrol station pasties. You know you’re going to regret eating either one, and that for the rest of the evening you’ll be picking weird flaky bits out of your sweater.

But this was very similar to the Brexit reaction. And the Boris reaction. And again, I’m not taking a side. I’m a Zombie. If the platform isn’t based at least marginally on ‘Make Brains Great Again’ I’m a bit ‘muuuurrrggghh’.

But it does speak of a disconnect between the country as a whole and an industry which is disproportionately younger than the average [1]. Which is more likely to be a graduate than it has ever been [2]. 50% less likely to be working class [3]. And statistically much more likely to be aware and positive about the Net Zero programme [4].

None of which is bad, or wrong. But it does start to illustrate a distance between the industry and the audience.

Which started to remind me of what came to be known as the ‘Shy Tory Factor’ – in the 1992 general election polls predicted the Tories would get 1% less of the vote than the Labour party. In fact, the Tories got a majority of 7.6%. The Market Research Society held an inquiry and found that “2% of the 8.5% error could be explained by Conservative supporters refusing to disclose their voting intentions” [5].

People didn’t want to tell people they were voting Tory.

Which meant the research came out wrong. Which meant the ad spend was put in the wrong places at the wrong time. Which meant the creative was wrong. Which meant the money was wasted.

In the 2015 election, there were similar problems, but this time “the polls appear to have had too few ‘older old’ people (ie 75+); and that politically engaged younger people were over represented” [6]. Or, to paraphrase – the people doing the polling approached people like themselves.

As a side-note “The [US] polls have underestimated the Republican candidate for President three elections in a row” [7].

The thing to take away from this is that it’s easy to sample older people if you try. They can’t run very fast and are scrawny but delicious.

I suppose the other thing to take from this is that the industry, not just the ad industry, but the marketing industry, is in danger of hearing its own echo. The research bias keeps coming out on the same side. Which means I think we need to start questioning what the audience is telling us – especially about potentially contentious issues that the industry believes to be ‘wholly good’.

This makes understanding your audience even more important. Because right now, there’s a huge amount of consumers out there with disposable income who your team might not know anything about. Or understand. Or who have given you incorrect information because they didn’t want to be judged.

They know the view they are supposed to have on Net Zero, or DEI or any number of issues. They will tell you what you want to hear.

But perhaps they won’t tell you what they think. Which will impact the research results. Which will impact the creative.

You could almost call them ‘Shy Consumers’.

So, how do we fix this?

Well, that’s a longer conversation that involves putting small branch offices in towns across the country, and hiring locally. It’s about developing relationships in communities. About building trust. And it’s about hiring from a broader age range and educational background.

But that’s a conversation for tomorrow.

For today, let’s concentrate on advertising ultra-processed high-fat foods to teenagers.

The wobbly ones are easier to catch.

Braaaaaaaains.

#advertising #marketing

[1] https://www.isba.org.uk/knowledge/all-2023-key-findings

[2] https://www.thecreativeindustries.co.uk/site-content/industries-advertising-advertising-why-the-uk

[3] https://www.isba.org.uk/knowledge/all-2023-key-findings

[4] https://www.gov.uk/government/statistics/desnz-public-attitudes-tracker-summer-2024/desnz-public-attitudes-tracker-net-zero-and-climate-change-summer-2024-uk

[5] https://www.survation.com/twindex-use-with-caution/

[6] https://commonslibrary.parliament.uk/why-did-the-pollsters-get-the-general-election-results-so-wrong/

[7] 538 Politics Podcast, ABC News,11/11/24.

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