Your advertising campaign is more than the latest tagline or pasting a new graphic on old products. It SHOULD be driven by what you really believe, expressing a natural flow that’s part of your product or service. Its like being in love; “Why did you mail that greeting card when you’ll see him tonight? or Why buy flowers for her when she has a garden-full?” The answer is simply that it was an expression of your core feelings. In Advertising, concept is core to everything. How is YOUR core? Is the plan broken…Does it even exist?
A man may die, nations may rise and fall, but an idea lives on. ~JFK
Every business has a budget. If your resources were unlimited, I expect your time would likely be spent finding worthy charities to serve. But since you’re in the real world, performing a real function for real business, I expect you’ll have a real budget. What YOU should expect is real-world solutions from those who say they serve you. Those solutions should NOT include your agency disguising their self-promotions as a public service campaign or proposing to laser-etch your logo on the moon. Over promises make no one happy or wealthy.
Be ready to discuss your budget. Once you’re reached an agreement, you should expect plans on how to reach your target audience and the tools to make it happen.
Rarely promise, but, if lawful, constantly perform. William Penn