BBDO has made a huge impact on advertising and consumerism with its call-to-arms “It’s all about the work.” a reference that explains its constantly superior creative product. There have been creative hot shops over the years, the flavor of the year if you will, but BBDO is always up there. This year it won the Gunn Report’s most creative network for the tenth straight time.
Most agency creative chiefs and executives will tell you it’s about the work. But is it?
In the marketing world there is only one litmus: sales. Sales leadership backed by market share and revenue power. Money creates scale and scope. And advertising. Can’t fund good work without money. Advertising can touch the hearts, minds and souls of consumers but so can a good movie. A great song. What it needs to do is move a consumer closer to a sale.
Advertising is also about being in the right place at the right time. Ask someone in sales. Sure sales surround helps, but nothing says cha-ching like a consumer ready to buy. When ready to buy a consumer who thinks about your brand, prefers your brand, and understands its value is a consumer that buys your brand.
Branding is about ideas that infuse the soul. Ideas that create preference. That’s the work marketers care about. Creating muscle memory for value. Not for an ad. Ads can contribute mightily, but it’s not the beauty pageant some make it out to be.
PS. This post is not meant to suggest BBDO’s work is not effective. The post is about redefining what the work is.