AUCKLAND, Today: “The secret of the lemonade stand isn’t lemons, it’s the recipe,” writes Hunch agency’s Michael Goldthorpe in his latest blog posting (scroll down for the link).
“It’s the water, the ice, the sugar, the signage … and the secret something handed down from Nana.
“Agency is just the same. It’s not really what we do that sets us apart, it’s the value-add of how we do it.
“Anyone can write a post or make a poster. Some do it better than others. And agencies make money in that margin.
“Anyone can write a post or make a poster. Some do it better than others. And agencies make money in that margin.”
“That’s why it’s essential to always add value. Take something, do something, make it better. Turn challenges into strategies, problems into solutions and briefs into creative that customers love to connect with.
“The only way to survive is to always make stuff better.”
Steal like a pirate
“Let’s be honest, most lemonade stands make money from theft. Lemons, free. Water, tap. Sugar, stolen from the larder. Even the advertising costs of on-street signage are crafted onto cardboard found around the house. Advertising is pretty much the same.
“It’s our job to create distinctive conversations that build clients brands. That’s why we talk about the importance of originality. But it’s largely bollocks. There are only seven advertising ideas, three or four fundamental strategies and a handful of channels and formats. Everything we do is built of stolen parts.
“The genius of advertising is the joining of those stolen dots.”
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