April 26th, 2012
Five words that could destroy the
They’re also complete and utter nonsense.
When a technology/soft drink/holiday company approaches an ad agency, they’re buying expertise, experience and talent that they don’t possess themselves. If they did, they’d have no need for external professionals and I’d be playing piano in a bar somewhere.
Yet I’m hearing those words – along with the more colourful acronym, JFDI – much more than I used to. And that’s a shame.
It’s a shame and it’s also self-defeating. You see, “The Customer Is Always Right” benefits no one: not the agency, not the client, not the end customer.