No Elvis impersonators

I have only one creative rule.  No Elvis impersonators.  

I was presented with a creative idea using Elvis impersonators once.  It wasn't pretty.

Generally speaking, I don't like Elvis impersonators.  While some pay genuine homage to The King, in general most of them are parasites, profiting from his brand or at best, making fun of a great artist during a period in which he was truly troubled.  Just my opinion.

Back to my rule though and other than that one, all ideas are game on as far as I'm concerned because creative daring is essential for breaking free from the clutter to get your story heard.

Marketers have to trust their agencies and give them access to their innermost thoughts, visions and emotions because that’s where truly great briefs are crafted.  Agencies have to understand what drives their client, emotionally, rationally and ask probing questions to unlock the real truth in a story and then be allowed (or unafraid) to present a radical idea that raises that truth.

If, as a marketer, you find yourself making lots of changes to an idea, questioning the colours they've used (yes, it really does happen), how big the logo is, where it is, etc. then there’s trouble a-foot.  Understanding is missing.

I’d venture that nothing can be achieved from that kind of relationship.  Sure, you’re probably spinning the wheels and churning the work through but it’s all wasted because it’ll transform nothing.  It's wallpaper on your marketing plan.

I love it when I see a truly daring, transformative campaign that gets everybody talking and more importantly, customers engaging with the story.  I love it because I know that it’s the outcome of a solid relationship between client and agency, where there’s a deep understanding of the brand’s strategic vision, goals, tactical objectives, desired audiences, and willingness to dare about the story that needs telling.

And there are no Elvis impersonators.

** Revised & republished from The Polished Turd, first published July 2010