Hell Hath Frozen Over: Brand Guy Sings Promos’ Praises

Roy Sutherland of Ogilvy suggests something one doesn’t see every day:

LET’S PUT SALES PROMOTION AT THE HEART OF THE AGENCY

Sutherland points out that our focus on brand building has a wicked aftertaste and argues that brand building ideas are not the same as behavior changing ideas.

And the job of an agency is now just to do the attitude stuff, love.

Sutherland suggests that good sales promotion agencies “make people buy and hopefully they’ll love you” rather than “make people love you and hopefully they’ll buy”.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.