SO HERE WE ARE IN 2011. Never has there been a more competitive time to be in the business of marketing. There have never been more ways of spending budgets. There has never been more pressure on budgets. Or, come to that, more theories about what you should and shouldn’t be doing. What is clear is that whilst many are waffling on about this trend and that development, some are simply getting on with doing things that get results. We are some of those people. And this is some of how we do it.
PART 11: HALVE YOUR PRODUCTION BUDGET
Wait just a god-damn minute.
That’s like the opposite of what we just said here.
But bear with us for a moment.
If your work is stuck in a rut, a good way to inspire a new way of thinking about a problem is to break people out of their conventional paths.
Drastically cutting a production budget is just one way to do this.
Suddenly people can’t rely on clever effects, or famous faces.
The problem has to be solved with guile and wit.
Don't just use it as an excuse to cheap out though.
We will know.
PART 1: CREATIVITY & CRAFT ARE MORE IMPORTANT THAN EVER
PART 2: THE BEST COMMUNICATION IS STILL ABOUT PEOPLE
PART 3: FOCUS YOUR COMMUNICATION ON CHANGING BEHAVIOUR, NOT JUST CHANGING ATTITUDE.
PART 4: BE DIFFERENT IN THE CATEGORY
PART 5: DON'T SPEND ALL YOUR TIME & MONEY TALKING TO FANS OF YOUR BRAND
PART 6: BE IMPATIENT & AMBITIOUS WITH YOUR TARGETS
PART 7: REPETITION. REPETITION. REPETITION.
PART 8: BE WARY OF THOSE PROFESSING ABOUT "THE FUTURE OF ADVERTISING"
PART 9: DONE WELL, TV IS STILL THE SHORT CUT TO SUCCESS
PART 10: DON'T SCRIMP ON YOUR PRODUCTION BUDGET