A new way to discover marketing ideas

by John Howlett

If you are hunting for a great marketing ideas, don’t hire an ad agency; at least not initially. It’s not because an agency can’t come up with something great. It’s just that you will limit your options to uncover new marketing ideas.
Most clients looking for fresh marketing ideas follow a tradition process: they send out an RFP, interview agencies, then develop a short list of 3 agencies and ask for a presentation.
The agency that demonstrates the best chemistry usually wins the business. They make the client laugh, exude overwhelming charm, show some cool creative work and give the appearance of understanding the client’s business. In many cases they are not the best choice; which becomes apparent very quickly. Proof of this is the average client agency relationship in NYC lasts thirteen months.
“If a client asked me to help them select the best agency in pursuit of a great marketing idea, I would suggest that they interview seven or eight agencies, hire the three best agencies, give them all the same project and pay them a fair compensation for their efforts. Then select the one agency with the best ideas”, stated John Howlett, CEO of AvizaGroup, an advertising and marketing consultancy.
“There is one problem in trying to discover great marketing ideas. You need a little skill and discipline to recognize a great idea. My experience is most people dismiss fresh new ideas as crazy or even silly.”
“The best way to appreciate a new concept is to live with it for a few days, let it simmer a little, don’t immediately pass judgment and dismiss it as a whacky idea too quickly.” according to Howlett.
Taking a chance on a new, unproven marketing idea can be a bit risky. You need to “think differently,” to quote an old Apple Computer ad campaign - especially when you want to discover new ideas.