How i did it... Fallon'S chairman on getting clients to take creative risks

• Autores: Pat Fallon
• Localización: Harvard business review, ISSN 0017-8012, Vol. 92, Nº 10, 2014
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • The author has worked in advertising for four and a half decades, and during those years he has spent a lot of time persuading clients to run ads that feel risky--maybe even dangerous--when they’re first pitched. A client’s risk appetite depends on the emotional makeup of the decision makers, the state of the company, the industry it’s in, and many other variables. Strategy is the rigorous, behind-the-scenes part of Fallon’s process: Driven by research and consumer insights, it helps to precisely define what the company is trying to accomplish with a campaign. Realizing that the agency has thought it through, the client becomes more comfortable taking the leap. The author describes three highly successful campaigns: “Live Richly” saturated New York City and other big markets with provocative signs that proved much more powerful than TV ads and created meaningful differentiation for Citibank in a category that had defied differentiation. “Just the Right Amount of Wrong” developed a niche market for the Cosmopolitan hotel of Las Vegas--people who like the spirit of the Strip but want something more refined. “Never Settle for Less” helped H&R Block expand its customer base by offering a free second look at tax returns in various locations. The company’s professionals discovered thousands o f dollars in additional refunds, and ads created from film footage of the event raised consumer awareness of a key selling point.