Bad Ad Rehab
You know the problem with chief marketing officers?They always rise to their position through the wrong channels. Always from sales, research, finance—not the creative sides of business.
Usually given a ridiculously short window to improve results, they swing for home runs, instead of making efforts to get people on base more often. Advertising efforts are cumulative in nature, and while, hitting home runs is awesome, consistent incremental campaigns will win more games than one big hit.
Here's an example of the right path.See Domino’s Pizza Turnaround campaign for how Crispin Porter + Bogusky led a company that had lost its way back to health.
Find the agency that’s strategically right for you and where you will be their biggest and best client- not, the one that they needed to keep growing and using as a proving ground for their rookies (yes- that happens when you hire a hot-shop that’s out of your league).
Here's what rock bottom looks like. Maybe this is you.This was an effort by the usually top-notch Droga5 for IHOP, “formerly” known as the International House of Pancakes, but now…
And although, it was written by a reformed addict, the big book of recovering adverholics isn’t obvious at first sight, and the above 12 steps don’t appear anywhere in it, we highly recommend “Hey Whipple, Squeeze This” as a first reading on your way to better, more strategic advertising.
Good luck on your journey.