The marketing industry is full of people who look the part and talk the talk. But a lot of them, when it comes to actually doing the job, can’t punch their way out of a wet paper bag.
What do I mean by “doing the job”? I mean taking a communication and marketing problem then coming up with a solution that works – one that passes the old AIDA (Attention, Interest, Desire, Action) test.
Look at their websites and you’ll see a lot of waffle about what they promise to do (expect words like “passion”, “inspire”, “creative”, “refresh” and “insight”). But very little evidence of what they have actually done.
Where’s the proof? If people are shy about showing their work then it suggests they’re not proud of it. Or they don’t have as much experience as they pretend.
On those rare occasions when you do get examples of work it tends to be shown fleetingly, as if they don’t want you to look too closely. When you can see it there’s a lack of substance – pretty pictures and wallpaper words but nothing in the way of a strong message expressed in a remarkable way.
So I’m big on showing my work. And I’m also not scared to give you my thinking. Because there is some! Click here to see completed projects and the back story.