Approving advertising is an act of faith

How would you react if faced with the following proposal?

I am here to sell you something intangible. You cannot touch it or feel it and it is completely different from the previous item I sold you. In fact, it is different from anything out there in the market.

You were not taught how to evaluate this in business school and you are, at best, relying on a little prior experience. At worst, you are flying blind.

The people selling you this item look completely different from you. You also suspect that they think you are a bit of a nerd. At the very least, you are uncool.

It will cost you hundreds of thousands of dollars to produce and then you will have to spend ten times more to actually put it to use.

At the end of a period of many months it may, or may not, prove to work.

Whether it works or not, there are no refunds. You will not get your money back.

Additionally, your Boss will be evaluating you on the results of this product so your future is very much in the balance.

And last but not least, all of your colleagues, friends, and family will get to see this product once it is ready. If it is just of average quality, no one will notice that it exists. If it turns our badly, they will laugh and you will become the butt of “what was he thinking?” jokes.

Is this scary enough for you?

This is what our Clients face every time we present work to them.

Approving it is an act of faith.

Make sure what you present is really right for the Brand. Don’t ever take it lightly.