|By Harvey Mackay
Maybe so, but it sure can be killed.
“It won’t work.”
“They tried something like that before, and it didn’t work.”
“The guy who thought of that before you did got canned.”
“The boss won’t like that.”
“It’s too late to try that.”
“It’s too early to try that.”
“Let someone else try that first.”
“If it ain’t broke, don’t fix it.”
“It isn’t in the budget.”
“It isn’t company policy.”
“It isn’t in the standard contract.”
“That’s not my job.”
“We don’t do that here.” (Often called the “not invented here” syndrome.)
My favorite: “Not a bad idea at all! Let’s run it by legal.”
You won’t hear much of that at Fallon McElligott, the advertising outfit that was once again named Agency of the Year by Ad Age for 1995.
Creativity is the mother’s milk of advertising. Here’s what Bill Westbrook, president and creative director of Fallon McElligott, has to say about some of the ways they generate creativity at their shop.
“We’re in the communications business. We wouldn’t be very good at it if we didn’t know how to communicate with each other. We take a number of steps to accomplish that:
Fallon has succeeded in creating an atmosphere where creativity can flourish. The agency has just launched the new $200 million “Arch Deluxe” campaign for McDonald’s. It is one of the largest marketing efforts in the history of the fast-food game.
Copyright © 2016 Harvey Mackay