the answer is flexibility and what works best

As well as spending a lot of time reading up about goings on in the transport industry, unsurprisingly we're partial to the odd blog, article or book on advertising and marketing.

It keeps us on our toes and keeps us learning. Ad agency Sell! Sell! produced one such book a year or so ago, and this is a quote from it...

'Many agencies favour a kind of blind absolutism, where one approach is right for everything. It is tempting for agencies to have this kind of dogmatic approach to problem-solving because they feel it gives them something interesting or differentiating to say to clients.

Unfortunately for clients. as the old saying goes the hammer always sees the nail but the problem isn't always a pointy piece of metal nor the solution a heavy knocking implement. There's no one-size-fits-all, one way to do advertising that's right for every product, brand, category and business problem.'

Something along those lines is the approach many clients take when producing a brief. They always tell you what the business problem is (raise the profile of an app, more passengers on a service, promote contactless payment etc) but have often predetermined what media are going to use way before the creative solution has been proposed. Where's the logic in that? It's the polar opposite of being flexible in your approach.

Granted, you might have a budget in mind that might sway a preference for one medium over the other, but surely it would make sense to see what your agency comes up with when they have a 'media neutral' mind, then see where it gets the best exposure.

Either way, it's best to let your agency get on with producing some cracking creative and then have a chat about what to do with it afterwards. Remember, if the ad's no good to start with, it doesn't matter where it gets placed.

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