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Where were you when I needed you?
Bubuwit
will never forget sitting in the office of an office
products company and laying out a positioning strategy
that essentially challenged its soon-to-be-announced
effort to try to sell a new generation of computer
systems. At the end of the session, a very senior
executive looked at Bubuwit in the eye and said: “Where
were you when I needed you two years ago?” (Two years
ago this bad decision was sent to the board of directors
for initial approval.)
Even
though this executive now realized it was the wrong
decision, he was saying to Bubuwit that he couldn’t
admit to a mistake of that magnitude. Understandable
from his point of view, but tragic from the company’s
point of view. Especially when you consider that a
competitor took the same strategy and built a
multibillion-peso business around it.
Only the
CEO was in a position to change the plans, and he wasn’t
in the room.
The ladder climber
This
would-be hero, Bubuwit squeaks, senses that he or she
needs a high-visibility move to get to the top job, and
therefore contributes a “big idea” to your efforts.
Since it’s inside-out thinking, it’s probably a lousy
idea. So be careful of these “contributions.” They can
be live grenades. They can go off on your face. Ladder
climbers get very upset with other executives who say no
to their ideas.
Bubuwit’s trick? Find a way to disarm them before they
can do further damage. One way to do this is to bring in
outsiders to evaluate the higher-up’s strategy, thus
keeping yourself out of harm’s way.
Tidbits
DM9
JamesSyfu makes the Cannes shortlist again with Splash
“Clock” TVC! TBWA/SMP also got in with Cinemanila “QT”
TVC! Well done!
Yolly
Ong says no to WPP, citing “too many philosophical
differences.” They had been negotiating the buyout of
Campaigns & Grey for at least six months now.
The
Philippines starts the 2008 Cannes International Ad
Festival strong, with Leigh Reyes as Radio Lions juror
and 26 delegates. Already, we have 11 ads on the
shortlist.
Thumbs
up for award-winning DDB Philippines’ Roger Pe, who
garnered the 2002 Bronze World Medal, New York Festivals
for his “Stamp” ad (Campaign against Filipina
Mail-Order-Brides, Teodora)
How
should creative and media agencies engage each other in
a manner that best serves the clients’ and both
agencies’ interests? Check this out at 4As ARAL Module 1
slated on June 30 at the AIM Conference Center in
Makati. |
