They say you should write about what you know, so … here it goes.
It’s cliché, but if you consider our annual marketing plan is like a marathon, then running a campaign only because it is “really cool” and may win you an award is the equivalent of sprinting to the front of the pack to lead the first mile.
You may get some short-term recognition, but you’ll likely not accomplish your overall goal.
If that really cool idea is rooted in strong strategy, has a tightly defined target and is designed based on your annual plan however, then you'll be able to beat the competition. You might even beat your personal record!
This sounds very basic, but we've seen a lot of very random campaigns run with very "original" ideas. Heck, I may have even been sucked in by the coolness once or twice.
Stay on plan and finish the race.
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