The phrase that entertained the world with the American rock band Nirvanaâs 1992 Billboard 200 chart buster song âStay Awayâ from their album Nevermind is back, only this time it means business.
As we draw curtains on they year (2015) that it was, and step into 2016: the year when United States goes to elections, and the world economic-political balance in a tizzy, itâs worth a while to take note of âwhat to avoidâ in the year of Monkey, quite literally.
Our Industryâs âMonkey See, Monkey Doâ moment
Amidst the chatter of how are brands leveraging the âBig Dataâ, âAIâ and Star Warsâ frenzy, what really got heard and repeated was a collective Client Marketer sentiment that âAgencies simply donât understand our business.â
A client confession what felt like an undercurrent until yesterday has suddenly turned into a âpointed feedback.â
Are we actually not demonstrating enough understanding of âthe businessâ? Or have we not kept up with the pace of change at clientâs end?
Or maybe itâs the rush to âGo Digital & techâ that has taken precedence over what is expected of us?
There could be a multitude of reasons, however the response so far has been ânot my monkeys, not my circusâ.
Perhaps moving into the year of monkey: 2016, we might consider demonstrating our grip over the âEver changing business of Marketingâ
1: No brief can provide a crash course into a real world business problem, itÂ Â needs to be understood in business context and not just from a communication lens.
2: Marketers know campaigns canât solve everything. What they are expecting is creative minds looking for a solution from angles theyâve not explored.
3: Propositions donât move the needle anymore. Innovations/Improvisations do.
4: Big Idea is nice to have. Executable ideas are a must have. Start Prototyping.
5: The power of Creative Solution overrides Specialization in the room.
6: Clients are loyal to results, over reputation.
7: Marketers are open to trying more new things, than we actually think.
In summary, the year of monkey in its true spirit would be about âmonkeying around with our creative abilitiesâ. Call it Innovation, Disruption or the clichĂ© out of the box approach, the coming year would be all about doing stuff weâve not dirtied our hands before with.
The writer is SaileshÂ Wadhwa, planningÂ director at Lowe Malaysia.