We once won a pitch for a big shopping mall.
We all know shoppingmalls worldwide have big retail challenges ahead because of the fast growing online shopping culture.We delivered a strong strategy, translated into a ambitious creative and future proof plan.
This was going to be epic and most of all effective.
Then, a marketing consultant walked in.He ignored the plan and replaced it with ‘let’s have some sunglasses made in China, in the shape of our logo.’
Brands today should start investing in how to create less plastic crap and gadgets, and create more meaningful and long-lasting advertising, that does not clutter our society.
Avoid marketing that adds your logo to the plastic soup.