Dave Trott’s blog post in Campaign today is one of the best I’ve read in a very long time.
Trotty has the knack of getting to the nub of an argument and making his point eloquently and, well, pointedly.
In this he talks about how the Movember movement, when in its infancy, approached a Prostate charity to offer them the proceeds of their fundraising and asking for endorsement to do so. They told them they were a serious charity and this was just silly. (They were essentially ‘above’ it.)
They went elsewhere and have now raised $300million for the second choice (Prostate Research).
The lack of spontaneity in marketing, or the strict adherence to brand guidelines, the unwillingness to take chances, to act like humans act with the occasional throwing of caution to the wind infuriates me at times because great ideas, like this one, are passed over.
My ‘favourite’ response to unorthodoxy?
“Oh I don’t think we could do that. It’s too creative.”
Well, tell that to the marketing manager at an unknown and struggling Prostate Cancer charity .