Dr Mumbo loves to hear about a business entering a new market.
He was thrilled when he stumbled upon consultant John James’ LinkedIn search for an advertising agency to work with an Asian telco looking to enter the Australian market.
Dr Mumbo was curious, however, when he read ‘the best advertising agency to execute a national brand awareness campaign’ wasn’t expected to generate sales. A marketer focusing 100% on brand and 0% on response – sounds like an agency’s dream client.
He was was equally surprised to hear it was “important” the campaign does NOT generate sales or acquisition.
In the comment thread that followed it was also interesting to see how many media agencies were willing to publicly throw their hats in the rings for a creative assignment. Add how proud at least one was to boast of being able to deliver a result that generated zero revenue.
Dr Mumbo wonders: Is this supposed Asian telco really an existing Australian company testing the loyalty of its current agencies?
Dr Mumbo gave Mr James – who describes himself as a “champagne & corporate digital strategy consultant” – a call to find out more. Sadly he was in a meeting and is yet to call back.