Mythbuster: The value in footballers

Les Binet and Sarah Carter

Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them... like the idea that ‘accountability’ and ‘effectiveness’ are valued.

A client recently briefed us on a project. As she outlined the questions she wanted answered, a feeling of déjà vu crept over us.

We'd worked on this brand for some years. And a quick look through the files showed all her questions had been answered by recent research. Within minutes of being briefed, we were able to get back to her with definitive answers. But far from being delighted by our speedy response, she was horrified. Her job was to commission research. She had an annual target number of projects to complete. So now we had answers to her questions, she would have to find a whole set of new ones to ask.