“New and Improved.” Really?

Dear Marketing Folks:

Being a self-imposed outsider working in your field I’m often forced to check-in for a business related item. I’m always sad to find that nothing has changed, or if it has it’s been for the worse. Here are 10 observations on what you may want to change or think about after drinking the Kool-Aid wears off:

1. Your self-deluded importance.

2. Only big clients matter (or even exist).

3. Stop all of your jargon and buzzwords (even though you say you’re anti-buzzword). They don’t make you sound important. They make you sound silly.

4. Stop saying “this is the next big thing.” It’s probably not.

5. Stop all of your self-interest. especially self-interest that only profits you. In the past it was a lot less obvious when agencies did this. The veil of “helping clients” has become so thin that now it’s glaringly obvious you’re only doing it for yourself.

6. Solve your clients problems. Don’t just come up with ideas.

7. Actually create something new, not just put a new coat of paint on the same old stuff and pass it off as innovative.

8. Stop your fake altruism. You’re not really doing it for the folks you’re helping, you’re really doing it just for yourself.

9. Stop being so “white” and artificially inclusive. We can tell. Really, we can.

10. Take responsibility for your actions.

These are in no particular order. There are probably more. You can argue some of these aren’t true. That’s fine. Also, some folks are actually doing this, but usually go unrecognized until it becomes something “new” and marketable.

Scott Banks
Marketing expat and President of the Republic of Gravy