Less is the New More

December 14, 2007

Less is the New More

At the bagel place this morning, Rudy ordered a six-cheese bagel. “How about something on that?” the dude behind the counter asked. “What could I possibly want on that?” Rudy said. “I mean, it’s already got six cheeses on it. What more could you possibly have on that thing?” The guy told him how great cream cheese would be, and that lots of people do it.

The scenario bore a striking resemblance to a time (not at Tattoo Projects) when I listened as a consumer research proposal was being “sold” to client. And the client needed research about like a six-cheese bagel needs cream cheese. It was embarrassing.

The most exciting things about the marketing biz are creativity and opportunity, for marketers and agencies alike. With so many fabulous ways to help a marketer grow their brand, why do so many agencies insist on selling stuff the client doesn’t need? Well, Rudy opted out of the cream cheese. And then decided that he really didn’t need the bagel, either.

Tags: advertising, agencies, creativity, industry, less is more, marketing, opportunity