Big ideas are becoming a rarity, isnt it?
A. Yes they are. The reason why big ideas are becoming a rarity is because many clients do not have the stamina and the patience to see the idea blossom. These days, marketing managers do not have the requisite patience. Many years ago, I was told by a senior advertising professional that it was only when the client and the agency become sick of an ad that people start noticing it. The sad part is the new breed of marketing managers just does not have that passion for brands any more. They are not keen on creating and building brands. They are only keen on scaling the corporate ladder in double-quick time. With a couple of years of experience on their side, they are ready to move on. Todays marketing managers are like young advertising professionals. We call these trainees, trainee creative directors. Nobody wants to learn, but all of them want to be creative directors tomorrow. There are just a handful of clients who are really serious about brands.
