Reality Check: Stop Overhyping the Future

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By: Dwayne W. Waite Jr.

One of the biggest plagues in our industry is the process we use when pitching to clients, or engaging in "thought leadership." We exaggerate our findings for the future. It's true; AdLand is full of wannabe Nostradamuses who want to tell their clients that this strategy will boost sales by five percent, and want to tell colleagues that our agency's way of doing things will be the model for the next revolution in advertising. If we make it a goal from here on out to properly manage expectations, this kind of prophesying has to stop.

Doing so will help both AdLand and client-side marketers.

The Advertisement Journal came out with an article that preaches to agencies about focusing on three things: stable relationships, digital advertising, and evaluation. Let's not mind the digital advertising segment of the pep talk, since everybody else is talking about it and it is no shocking development that now agencies need to at least know digital advertising and how it could benefit a client. Our suggestion of calming down the future-speak does affect the other two suggestions.

First, having a realistic talk about the advertising campaign you're pitching to the client will make help the relationship start on the best available track. Offer up research on what you've done to support the activities, and realistic reasons why it may succeed. When the questions about increased revenue come up, don't act like you know the answer, because you probably don't know. Being truthful with the CMO you're working with, or in the presentation to the executive suite, will have a powerful impact. Since each campaign has its own nuance, it would be foolish for us to project how exactly the campaign will boost sales or revenue. Doing this too will also give corporate marketers and executives an idea of what to expect when it comes to advertising. Yes, advertising helps get your brand out there. But if you're looking for a magic bullet, one ad that will send your brand to the top of your industry, that is not what a campaign is meant to do (of course, unless the creative team nails it).

Inside AdLand, encouraging this realistic talk can take the good minds away from talking about "future of advertising, rise of mobile" and get them to focus on the things in the industry of actual importance. The rising talent can focus more on embracing creativity, diversity, recruitment, agency composition, and industry governance. Being realistic with our colleagues will stop fostering the mentality that only the flashy and loud is important.

Second, stopping the future talk will greatly improve the evaluation process. CMOs and executives repeatedly say that the agencies they work with are not prepared to provide the services they need, or that the agencies they work with constantly underperform. The reason these professionals think this could be because the agency world over-promised and under-delivered. If we set them up in the right manner, we can deliver the service and creativity they would expect. Instead of telling them that the campaign your team is about to do will change the landscape of the industry, tell them how solid the campaign is and create a list of achievable goals. These companies come to AdLand for a reason; we don't need to over-woo the ones already smitten.

The overhype the future of advertising receives makes the entire industry look bad. No one can accurately predict the future, and it's better for everyone when we stop trying. Or at least, stop promising so much and relying on it so dearly. If we are supposed to create messages and concepts that are relevant and appeal to audiences, it's time to do that ourselves.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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