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I have many years in the business and have accumulated a corresponding number of reasons why ideas get shelved.
Of course, every situation is just that - situational. And often we find it easier to point the finger somewhere else. Over my time I have seen ideas denied the light of day using the following "explanations":
We tried that before and did not work
I do not understand it so no one will
It is too complicated
It is too simple
It is too expensive
It has not been done before
I think the difference between good ideas and great ideas are that great ideas find their time. Often it is not the idea itself but the timing of their introduction. How about you - what examples or reasons have you experienced where ideas were shot down?
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Comments (7)
jappreet
firstly, we are witness to this strange phenomenon where product managers( read people who think because they know the product they can market it) have become the marketing guys. i call it strange because it takes every single iota of patience to intern them in to what really they should be asking the ad world for. it gets tough when they realise they are the 'client" and need to sound and look intelligent and make it very interesting for us( read tough...impossible maybe) and then when they are completely confused, they justify their role by asking for a really big logo, where his boss cannot miss it. the excuses i have tolerated so far:
1. will take too long to execute, maybe next time
2. boss wasnt too keen
3. boss will not be too keen
4. im not sure about the color...
5. i forgot to mention an important part of the brief, its BTL
6. its essoteric, TG will not understand it
7. where is the celebrity?
8. this is not what i asked for! where is the 5 inch logo?
9. i think its a great idea, lets cut the fist half and stick with the product shot for now.
10. can you idiot proof it?
11. this is for awards, people will not like it.
12. can you put a toll free number in the first frame, actually through the film?
and it continues...
Posted by jappreet | March 17, 2008 5:02 PM
Yves Fordel
After 20 years in communications, the main reason why ideas are shelved or not has to do with the person who is selling them.
He, only he, can change tone, work with the state of mind of the audiences. We did trials with one same idea. The man who was a real seller, managed to sell the idea to non-potentials! We did trials in weekends... same result.
It's nothing more than a product to sell to an audience...
Posted by Yves Fordel | March 25, 2008 8:06 PM
Joseph Steel
What really gets shelved, great ideas, or the obviously biased opinions of the creatives who worked on them?
Posted by Joseph Steel | April 1, 2008 6:57 AM
Asha Phillips
The greatest ideas have withstood the test of time. That, I believe is the true trial of greatness. I have yet to attain real life experince as a proffessional creative, however that will change this summer as I embark on an internship as an art director at DDB Chicago, through the MAIP program.
As of now, I reply from the viewpoint of an ordinary consumer. The most notable creative ideas have proved to be consistent and distinguished. In the end though, its all about what is going to initiate the greatest return.
Posted by Asha Phillips | April 12, 2008 1:31 AM
ADEBISI TAIWO
I feel so great posting a comment on this site. I am an idea guy who resides in Nigeria. I specialise on copywriting. It's what i do effortlessly. Presently, I have about 8 visual advertisment concepts which includes sony PS3 and some others. But as much as i would want to give this Ideas out, i do not have the right link to an agencies where i can get to explore my talent and skills. I've got it all and i want an agency who can hire me.
Posted by ADEBISI TAIWO | September 8, 2008 12:13 PM
TC
1) To those "not so/that" creative "creative boss" would be
hmm...maybe...but...
i could understand but i doubt the client could, so lets tweak it a bit
i don't think the client would like something like that.
2) To those "super" creative "creative boss" would be
maybe you should add in a bit more creativity
it is great.....but maybe we should keep it for awards
did you thought about how/what you going to do with the follow up?
maybe you should add in a bit more ummpphhhh...you know....you know what i am talking about right?
Posted by TC | September 10, 2008 3:53 AM
f. rodhenius
I think the most important thing that left behind is the word "partnership". An advertising agency should be partner to their client rather than a supplier who will be ready 24 hours to supply all the creative material client asks for their marketing purpose. Because, as a partner being, agency would easily gives help for client to sharpen their tasks in using communication and media strategy effectively base on client's marketing strategy. A partner would sit together and find a way to get the best result on their communication strategy and discussing the more efficient media that aim directly to the target market.
What happens now days is, clients would think they know the product better than the agency (which I wont doubt it). And agencies would think they know the communication strategy better than client (Which i wont doubt it also). When they meet each other, they arguing things they know better rather than combining to get great communication.
This is the reason why there are bunch of creative strategy and materials being shot down. Because client and agency think separately and differently. Then when agency stick on their arguments and strategies, what client's just have to say is: "It's wont working that way. We know our product and audiences more better than you. Find another creative idea that fit with our point of view (NOT audience Point Of View)". Then the agency found them self falls dead on the ground. Nothing they can do.
So I think the best communication ever is not coming from Best "out-of-the-box" Idea, Best agency of the world, Best Creative people Ever and Best Media being used only but The More important thing is from the Best Partnership Between the Client and the Agency. If This come to you, then no more shelved ideas :D Cheers
Posted by f. rodhenius | September 18, 2008 8:07 AM