McKinsey suggested a couple of years ago that 20/25% of marketing should be spent on measurable innovation because, as Rory Sutherland loves to say; "best practise is often unique practise."
However there seems to be limited take up of this approach so how about we re-brand it "Risk Marketing". It sounds more empowering and affirmative than an "innovation" budget or "testing" pot. It is also more honest and I am sure will avoid some delicate conversations as it clearly implies that "the value of your investment can go down as well as up".
Maybe clients can select an investment scale from risk-averse through risk neutral to risk-seeking depending on what they are willing to bear.
marketing trends giles rhys jones mckinsey rory sutherland advertising risk marketing
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