The current issue of Forbes features an article listing the top 25 taglines — or slogans — of all time. BMW’s “The Ultimate Driving Machine” came in first, followed by Nike’s “Just Do It" and Apple’s “Think Different.”
Ten “chief marketing officers and ad experts” did the ranking.
Now if only it meant anything.
Ever since the introduction of the Clios and other awards shows, the ad industry has largely held that so-called experts, not results, judge advertising. Amazingly, their clients believe them. After all, what do results show? If clueless customers keep their wallets stubbornly shut, well, so what. The experts know what’s good, even when the market doesn’t. Right?
Balderdash. Advertising that attains its objective is good. Advertising that doesn't is bad. Even if it's creative. Even if you, I or the CEO’s spouse loves it. Even if ten chief marketing officers and ad experts assure us that it’s good.
Know what really hurts? I could deliver a full campaign — complete with measurable results — for a fraction of what mega agencies charge for coming up with cutesy lines.
Since marketing is about selling your customers what they want to buy, I suppose big agencies are doing exactly what their big clients want them to do. Sounds to me like someone needs to knock a few big clients upside the head.
—Steve Cuno
Ten “chief marketing officers and ad experts” did the ranking.
Now if only it meant anything.
Ever since the introduction of the Clios and other awards shows, the ad industry has largely held that so-called experts, not results, judge advertising. Amazingly, their clients believe them. After all, what do results show? If clueless customers keep their wallets stubbornly shut, well, so what. The experts know what’s good, even when the market doesn’t. Right?
Balderdash. Advertising that attains its objective is good. Advertising that doesn't is bad. Even if it's creative. Even if you, I or the CEO’s spouse loves it. Even if ten chief marketing officers and ad experts assure us that it’s good.
Know what really hurts? I could deliver a full campaign — complete with measurable results — for a fraction of what mega agencies charge for coming up with cutesy lines.
Since marketing is about selling your customers what they want to buy, I suppose big agencies are doing exactly what their big clients want them to do. Sounds to me like someone needs to knock a few big clients upside the head.
—Steve Cuno
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