Let's Go LIVE Inside A Marketing "Whiteboard" Meeting...
Let's Go LIVE Inside A Marketing "Whiteboard" Meeting...
During this week, Advertising Week NYC, More erasable (and some unerasable) ink will be wasted than any other week of the year.
(Before I take you inside the electric atmosphere of a modern marketing boardroom, here’s a short, semi-serious rant about the difference between Advertising and Marketing.
I’ve noticed, recently, several marketers saying/writing online that their job is not complicated: “I just make ads”. OK, appreciate the simplicity of your thinking, but also: No. You. Don’t. (If you are, stop it.) You approve ads. You revise ads (often, badly). And of course, you kill ads, often good ads, because the ads made you nervous, because they were “different” ads, ads the likes of which you hadn’t seen before in the category, which is how you should be advertising your brand. SMFH.
Marketing is technically a science (it is a B.S. degree). A lame science, but a science. And it is attached to advertising. But advertising is NOT a science. As Bill Bernbach said perfectly correctly: it is persuasion, and persuasion is an art. It’s not all persuasion there is also some controlled and uncontrolled circumstances in there. But: it is exactly ZERO (0) percent marketing.)
The hallowed almighty whiteboard—marketing newspeakers favorite place to befuddle us and each other. See: Communications “Guru” Stewart Pearson [above] from the hilarious British political satire show The Thick Of It — If you’ve ever had to sit through one of these sessions—talking and writing, in different colors, with lots of arrows and Post-It®s and three-letter abbreviations, erasing, and more talking and writing—you like me maybe felt like you needed a moonshine bath afterwards.
OK! to the whiteboard! Guaranteed: All words/phrases overheard/read on the Web or IRL. Also, all whiteboard copy here will be rendered in Comic Sans because it is all completely comical.)
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