Why can a room filled with specialist marketers from different disciplines ever produce a great integrated idea?
Underscore Marketing’s president relates some wisdom. If you work at an agency that is one of several servicing a client’s business, you know how those big, integrated brainstorming meetings work. Usually, they’re run by an overenthusiastic account planner with a bad case of “permagrin.” The gist of the meeting? Come up with an idea that can be executed across multiple media touchpoints. You also know how they tend to unfold. While Mr. Permagrin is scribbling notes on an easel in purple magic marker, people from various agencies try to talk over one another until there’s a long, awkward silence. During that silence, you’re probably thinking one of three things: A) These people are all morons. I’m surprised no one has to remind them to breathe. B) These people are all morons. There’s no way this idea will play out in [insert media vehicle here]. C) These people are all morons. How can I keep them from ruining this perfectly good idea? I can’t help you with A or B. C, however, is a conun
