A short short time ago, there was a Marketing Manager called Si Emo. He was bright, young, happy-go-lucky; prancing about the office cheerfully. He went about his work with a song on his lips and a smile in his eyes.
One fine day came the dark clouds. The Boss (she obviously wears Prada) told him to create a marketing campaign to get the brand top of mind recall in customers and prospects. She wanted a campaign that would outshine the competition. The task of an innovative marketing campaign that outshone competition cast a long shadow on marketing manager Si Emo’s sunshine.
When he hit a creative block, he briefed all his agencies (ad, media and digital). It was a single line brief- written in Bold, 100 pts, Underlined, Red in color- Need Clutter Breaking, Innovative Marketing Ideas That Fit The Budget And Timelines.
The sale of Gelusil soared over the next one week. After a lot of briefing, debriefing, brainstorming, hand holding, arguing, explaining, insisting, cajoling, pacifying, the day of THE PRESENTATION arrived.
8 a.m. Leaves for work, thinking of the marketing campaign presentation to ‘The Boss Who Wears Prada’ later in the day…
9 am Reaches office, lost in thoughts…..
9.21 am Though the agency had worked very hard, the ideas were not what he was looking for, some of them already being done by competition and some not practical from budget/timelines point of view.
9.21.50 am Downs two antacids
12 am The Boss Who Wears Prada says the campaign is mind blowing, clever, innovative, unusual, sticky and fun (Ok…she doesnt use so many adjectives but her 2 mm long smile said all that)
Question……What happened between 9.22 am and 9.32 am when Si Emo logged into the internet to get such a turnaround?