Mythbuster: Saying something different

Les Binet and Sarah Carter

It now appears to be received best practice that for communications to be successful, they have to say something different.

Mythbuster: Saying something different

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 the idea that brands always need to say something different.

Picture the scene. The presentation was going well. The agency had reviewed the campaign strategy. The creative director had presented the new creative idea. The client team had, in turn, given their approving comments. Finally, the marketing director spoke. She loved the idea, and applauded how it spoke to her desired customers in a new way. Then came the 'but'…...

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