We have succumbed to the notion that if you repeat a message often enough, no matter how mundane or annoying, your audience will somehow become more persuaded to buy. Translation; If you hit them over the head with a hammer long enough, the pain will eventually go away. This is an expensive lesson that takes money from your pocket and places it firmly in some far-off media buy.
Look. If the consumer doesn’t buy your ad, she most likely won’t buy your product. The great Al Hampel once said, “It’s not creative if it doesn’t sell.” I say, It doesn’t sell very well if it’s not creative.
Don’t get me wrong, I have nothing but admiration for those top-notch ad agencies that do it right. Their work can take a stagnant brand and propel it to great heights. The question is, can you afford one? Here’s the deal; an agency’s assets depart on the down elevator every night. In many cases, early morning. I know. I was one of them.
I’ve spent many an all-nighter trying to solve a seemingly unsolvable problem. While I enjoyed sitting in those authentic Wassily chairs, shooting pushpins at signed Warhol prints on the walls, sandaled feet up on a hand-carved marble conference table, pausing every now and then to gaze out the window at a spectacular lamp-lit urban canyon…(run-on sentence), I’m not convinced that it made a lick of difference in the creative process. Actually, some of the best ideas came while seated comfortably in my easy chair.
So ask yourself, “Why not buy direct and save?” With Pitbull creative, you’ll get the same level of thinking and execution that you got when I worked in those mega agencies, without that annoying overhead. You know, the need to look hip, slick and cool. Let’s face it. The bottom line IS the bottom line. So put your money where my brain is. As they say in the business, “You’ll be glad you did.”