Mythbuster: Shatter some pipe dreams

Les Binet and Sarah Carter

There is a phenomenon that is becoming more and more common - marketing objectives that have lost their grip on reality and the bigger the client, the worse this syndrome seems to be.

Mythbuster: Shatter some pipe dreams

Les Binet and Sarah CarterDDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like marketers' wishful thinking

Recently we came across a brief for an established and famous brand that has somewhat lost its way. The stated brand ambition was to 'take it back to greatness', and the brief went on to outline how they wanted to add 13 percentage points of penetration, and increase their brand share back to levels not seen for a decade.

All very ambitious. No doubt the marketing...

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