Mythbuster: Is it ownable

Les Binet and Sarah Carter
adam&eveDDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the question 'is it ownable?'

Here we go again, we thought. It has happened so many times before. A senior client eagerly anticipates the unveiling of a new campaign idea. The reveal and the slow smile. He really likes it. It will stand out brilliantly – generally and from his competitors. He agrees with us that this will be an intriguing and distinctive tone of voice.

He doesn't even mind that we are not showing the target audience in the ad. But then we show our endline, which sums up the campaign idea and would be used across all our communications. He seems to like that too… at first. Then the moment's pause. And the four-word question: 'But is it ownable?'