Like most 12-step recovery programs, the ideas contained in "Twelve Steps to Creating Breakthrough Advertising Campaigns" are not new.
But when used together, they can help create revolutionary ideas.
Don’t think you need a twelve-step program for your ad campaign? Well denial, as they say, is the first stage to recovery.
And if you’re like most companies, your advertising campaign needs to recover from years of “playing it safe.”
At it’s best, this playing it safe strategy will only succeed in holding your revenue at its current level. A majority of the time, however, it is the cause of continued diminishing returns.
After more than a decade in the business, Jeff Berney offers more than a passion for prose. Above all, he is a strategic thinker, an idealist, a brand evangelist. He works with companies of all sizes to help them recover from the damage created by years of playing it safe with their advertising and marketing messages. You can view his work or read his blog at http://www.jberney.com.
How to Buy Great Advertising Published September 27, 2007