I love agencies ‘proprietary tools’.
I love the way they can say they have them with a straight face.
OK … so some agencies have invested [and continue to invest] millions and millions of dollars into the creation of systems that can truly aid [note the word aid, NOT solve] the marketing and communication process … but more often than not, all they really do is put a name to common sense.
So above we have McCann’s proprietary DEMAND CHAIN tool.
Lets have a look at it shall we …
DEMAND AMBITION
DEMAND STRATEGY
DEMAND IDEA
ENGAGEMENT PLAN
BRAND EXPERIENCE
Oooooh, that sounds so fancy pants … but hang on, let me have a closer look.
DEMAND AMBITION sounds awfully like ‘BUSINESS GOAL/CHALLENGE’
DEMAND STRATEGY sounds awfully like ‘STRATEGY’
DEMAND IDEA sounds awfully like ‘CORE IDEA’
ENGAGEMENT PLAN sounds awfully like ‘MEDIA PLAN’ … which if it is worth its salt, would also include ‘BRAND EXPERIENCE’ in its formulation.
So hang on … basically what McCann are flogging is the same as everyone else has been thinking/doing for the last 40 years except they have the word DEMAND infront of it.
I’m sure McCann’s will claim that putting the word DEMAND infront of everything makes all the difference, but just like the poor guy who got stiffed in the ad above – we know it doesn’t really … and this is the problem with our industry, we’re so fucking desperate to feel valuable and important, we spend time and money on developing terms and processes that quite often, contribute no significant difference to the output at all.
Don’t get me wrong … systems and processes are vital … but when your whole ‘selling point’ is exactly the same as 99% of all the other agencies out there [except expressed with even less imagination and flair], then you have to question who falls for this shit. I know … I know … alot of people fall for it … but that’s a rant for another day.
Look I have no problem with people saying they have a ‘tool’ or a ‘system’ [fuck, we have loads of them] but when they say its ‘propriety’ when it’s basically common behaviour/practice, it makes me ill.
Diageo – the alcohol mob – have the gold medal for wank because one of their ‘proprietary tools’ [part of their DWEEB process – don’t ask] is entitled … are you ready for it … the WHY tool.
And can you imagine what it is?
Yep, you simply keep asking WHY in an attempt to try and get a better understanding of what it really causing/affecting an outcome.
For fucks sake … if you need a tool to remind you taking answers on face value isn’t the best thing to do – then you’re in need of a right good smacking. Especially if you have the audacity to call yourself a planner.
[If you meet a planner who says they do all their thinking thanks to their ‘proprietary tools’, kick them in the head and tell them to read this then go here and here]
While process … systems … management flow [etc] are all incredibly important, if they don’t generate a more positive output and result for the client [and consumer], then it’s all been in vain … and when a company like McCann claims to achieve great results for clients when the majority of what they do is the same as has always been done, my view is that their involvement has had minimum impact on the end result and as such, should be recompensed accordingly.
I have huge respect for the W&K’s, Mother’s and Crispin’s of this world [plus their clients who appreciate they have a vital role to play in achieving success] because they are continually trying to move things forward for clients, consumers and society as a whole.
Unlike the ‘bigger networks’, they don’t have ‘proprietary tools’ plus they celebrate those boring things like imagination, collaboration and bravery … and yet interms of impact [both from their clients perspective and their own] their level of success has left the multinationals firmly in the shade.
While some people claim they are self-indulgent and not focused on the business goals of the client, I would say that is bollocks … no one gives an agency money just because they want a nice ‘ad’ … and while there has been the odd occasion where you could question the solution they’ve come up with [which admittedly is still too ‘traditional media’ reliant for my liking], when you compare that to the cliché-driven waffle that EURO happily put out for Nurofen, I would say they earn every penny they get.