Tuesday, June 28, 2011
According to this story in Adweek, you get rid of client committees and don't test the idea with focus groups.
But the change in process isn't what created the great idea for P&G, it just made it easier. There's only one thing that made Isaiah Mustafa famous and increased sales of Old Spice: talent.
A talented planner uncovered and articulated a salient insight. A talented writer and art director envisioned the character and his environment. A talented creative director recognized this as the winner among all those he was presented. A talented account team made the client feel comfortable enough to move forward with an original idea. A talented producer found the talented director and they were able to see the project through to fruition.
If you remove committees and research and put your advertising in the hands of hacks and you get the Groupon Superbowl campaign.
I've never been a big fan of focus groups. I've seen them water down great ideas because they seem original and different (the two most important criteria for any new advertising campaign or product). Not having them, however, doesn't guarantee a breakthrough campaign.
Great talent can overcome a flawed process. But a perfect process will never replace superior talent.