Bad Ideas Don't Stick Around For Long - But They Still Get Funded

In this day and age whether you are talking about movies or ad campaigns, bad ideas - or badly executed ideas - don't stick around very long. They are voted down and/or bad-mouthed on Twitter or Facebook and the word gets out very quickly. Advertising superstar Gerry Graf (think the latest Snickers & Skittles campaigns) weighed in on this phenomenon on Adverising Age saying:

"We live in a time when the best idea wins, and scale doesn't matter much to the idea."

While I agree with him in principal, I think this is really only true once ideas get out into the world. Good ideas, no matter how good they are, still have to make it through the advertising gauntlet to find funding or a patron willing to take a chance.

To complicate things further, no matter what people might say about being social media wizards, if you're just starting to development your social media brand there's really no telling what the response will be. The Old Spice campaign from Wieden+Kennedy is a perfect example of what can go right when creativity, freedom and good execution come together. More importantly, the campaign is about iteration and interaction rather than a company spending a bunch of money to get "Facebooked". W+K has a good idea and a voice that's resonating with people and they are still running with it.

For there to be more examples like this, advertising executives need to start listening more to people on the front-lines with digital experience - and people with digital experience need to stop pretending they know what's going to happen before it does.

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About the Author

Joaquin Lippincott, CEO

Joaquin is a 20+ year technology veteran helping to lead businesses in the move to the Cloud. He frequently speaks on panels about the future of tech ranging from IoT and Machine Learning to the latest innovation in the entertainment industry.  He has helped to modernize software for industry leaders like Sony, Daimler, Intel, the Golden Globes, Siemens Wind Power, ABC, NBC, DC Comics, Warner Brothers & the Linux Foundation.

As the CEO and Founder of Metal Toad, an AWS Advanced Consulting Partner, his primary job is to "get the right people in the room".  This one responsibility is cross-functional and includes both external business development functions as well as internal delegation and leadership development.

A UCLA alumni, he also serves in the community as a Board Member for the Los Angeles Area Chamber of Commerce, the Beverly Hills Chamber of Commerce, and Stand for Children Oregon - a public education political advocacy group. As an outspoken advocate for entry-level job creation in tech he helped found the non-profit, P4TH, an organization dedicated to increasing the number of entry-level jobs in the tech industry, and is in the process of organizing an Advisory Board for the Bixel Exchange, a Los Angeles non-profit that provides almost 200 tech internships every year.

 

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