Brands, buzz and business
Mark HughesBuzzmarketing.com
I was the number two adman for a US-based retailer five years ago. We had just hired a well-known ad agency owned by one of the top three conglomerates.
We increased our budget to 40 million dollars. We committed to five new creative executions costing 1.2 million dollars in production. We followed the yellow brick road that was supposed to lead to a new destination for our brand and the increased market share that would surely follow.
Sound familiar?
Next the TV ads began to run. Before long, the millions of dollars...