The Week: Best of the blogs

THE COST OF BEING PRUDENT

Conspicuous waste serves a valuable purpose - it allows us to spot the people who are successful enough for us to confidently do business with. The same thing is widespread in nature: most famously in the peacock's tail. How can a peahen spot a healthy male? Simple. By the fact that it can afford to sport a ludicrously over-elaborate plumage. Boasting of cheap advertising is hence to miss the point completely. It's like bragging that you own a very economical yacht, or that your trophy wife has very frugal tastes. Interestingly, appearing on TV is no longer proof of deep pockets. Which leaves the display-minded advertiser needing to look at alternatives. Here's where the creative people may be right - you could produce some fabulously good ads. To put it another way, there's no point in being a peacock with a moderately good tail. Go for great or don't bother at all. That's the principle that creatives understand and accountants don't.

Rory Sutherland, www.brandrepublic.com/blogs

ONE MEETING BEST AVOIDED

I don't care what they do in America, or at Mother. I am a firm believer that creatives should NOT present their work to clients. It's very hard for a client to say directly to the person who had an idea: "I don't like it." Normally they will pretend they like it, then call the account team and say: "Actually, I don't like it." So you've just wasted your time. Account people are experienced at resisting the onslaught of client comments. Whereas a lot of creatives fold up like sofabeds when faced with them.

http://scampblog.blogspot.com/

Topics