Marc-eting 101: I Want To Be Scared

Scary-Halloween-Wallpapers

 

This week marked the 12th annual Advertising Week New York conference– a week-long celebration and exploration of topics relevant¬†to the advertising, branding, and marketing industries.¬†After attending events throughout the week, we asked our President, Marc Sampogna, what his best experience was at this year’s AdWeek NY.

As Halloween approaches, discussing something “scary” is never more appropriate. At this years AdWeek NY, I experienced some interesting topics and conversations. All of which uncovered insights that I’m sure I’ll use at some point in my day-to-day. But one in particular really resonated with me, and that was with Seth Godin (sethgodin.com). Now, I’ve seen him speak a number of times, and have read some of his books, e.g., Purple Cow, All Marketers Tell (Lies) Stories, etc., but something about this talk hit me in a different way… a good way — in a way that gets lost in the world of marketing and creativity these days. He spoke about “fear”, and that if you, the agency/creative/strategist/etc. aren’t afraid, then you’re not doing your job (Insert resounding agreement and praise here).


Why is it that we filter down our ideas, and dilute the creativity out of them just so they’ll do something average? Well, it’s, as Seth stated, because “average is what reaches 100 million people”. Average is mainstream. Average is a sure thing. Look, from a business perspective, I get it, we gotta sell tickets, put asses in the seats, move shit off shelves, etc. But for f#@ks sake who the hell wants to be “average”??!! I sure as hell don’t. I want to be scared. I want to be afraid. I want to take risks. I want to hold nothing back. Put myself out there and do things that make me uncomfortable. Because if it means that the ideas I put forth are genuine, and inspired from within, then whether it fails or not, I can move ahead knowing that I stayed true to what matters to me — not being average.

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