That's what it takes to make this thing we are defining as Lean Advertising work its hardest. It takes the understanding that there is no finish line. And with each round of Relentless Creativity the audience expands. The first generation of the idea may only be seen by fifty people in a series of focus groups. The second generation of the idea may only be seen by 2500 people in a series of movie theaters. The sixth generation of the idea may only be seen by an internet sample of 10,000. The 10 th generation of the idea may only be seen by a city of 500,000. This is the nature of Relentless Creativity as it applies to Lean Advertising. With each round of revisions the idea gets stronger. That is because every aspect of the ad in question is subject to change. The ad in Lean Advertising serves at the will of the audience, not the advertiser and certainly not the agency. For your own Lean Advertising White Paper Click Here.
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"But wait a minute!", the guy in the brown suit is yelling to me. "I'm spending an average of a $1.5 million on producing my TV spots. I can't go changing brunettes to blondes to please some 30-odd people in Pittsburgh." This fellow has obviously missed the point on Lean Advertising. Traditional, or Fat Advertising has built $1.5 million dollar commercial production budgets into its business model. Agencies charge 17.65% on every dollar they spend on production. Lean don't play that way. When a company makes the commitment to go Lean Advertising, they make the commitment to keep the cameras running as long as it takes to feed the Relentless Creativity needed to get the spot right. The other big difference in Lean Advertising is that everything is focused on a specific outcome. That outcome is driving the audience to visit the web for more information. This focused call to action makes the evaluation and improvement of the Lean advertising execution very easy to facilitate. 35,000 people saw the commercial in the 90068 zip code. According to the IP stats, 2600 people in the 90068 zip code went to the web within 24 hours of the airdate. How do we get that number to move from 2600 upwards? Relentless Creativity keeps hammering away at finding the answer to that one single question...relentlessly. Stay strong.
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In response to I couldn't under stand what all the commotion was about. Four or five of the ad blogs I was reading last week were talking about this Lean Advertising thing. Some people were saying it was crazy. Others were saying it was some kind of mad genius. I think if I were working in an agency instead of a client and this started to catch on, I'd be looking at a new line of work. -C. Wilson. St. Louis. If I were you I would watch my back. The ad industy cannot be happy with what you have been preaching about Lean Advertising. Keep it up. Make those weenies squirm.- D. Franken, NYC
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