The Ad Contrarian: The Perfect Client Brief

Courtesy of Kirk Citron via Swiss Miss.
Perhaps, the perfect client brief.
The client: Mick Jagger. The "agency": Andy Warhol

The Ad Contrarian Says:

"We don’t get them to try our product by convincing them to love our brand. We get them to love our brand by convincing them to try our product."

"Brand studies last for months, cost hundreds of thousands of dollars, and generally have less impact on business than cleaning the drapes."

"Marketers always overestimate the attraction of new things and underestimate the power of traditional consumer behavior."

"As an advertising medium, the web is like communism. It's never very good right now, but it's always going to be great some day."

"In American business, there is nothing stupider than the previous generation of management."

"If the message is right, who cares what screen people see it on? If the message is wrong, what difference does it make?"

"The only form of product information on the planet less trustworthy than advertising is the shrill ravings of web maniacs."

"In the entire history of civilization, nothing good ever happened to a teenager after midnight."

"There's no bigger sucker than a gullible marketer convinced he's missing a trend."

"All ad campaigns are branding campaigns. Whether you intend it to be a branding campaign is irrelevant. It will create an impression of your brand regardless of your intent."

"Nobody ever got famous predicting that things would stay pretty much the same."

October 19, 2009

The Perfect Client Brief

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