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Find Contenders
By: Dwayne W. Waite Jr.
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So news just came out that Floyd "Money" Mayweather just chose his contender for his next title match.

It got us thinking — the champion gets to choose their opponent? Must be nice. We then thought about the marketing industry and the "champion" brands — P&G, Coca-Cola, Unilever, etc. and how those brands have tried to mold the advertising world to their bidding.

Longer periods for payments. Spec-work. Lack off compensation for bid work. 

What about those contenders?

These brands don't get the opportunity to set the rules. These brands look to challenge the brands in the limelight. It's these brands — the up and comers — that agencies and hungry marketing folks look for. These contender brands are the innovators in advertising and marketing.

Of course, innovation without the huge budgets. But they are definitely the testing grounds.

Champions, though safe and full of resources, sometimes refuse to provide the wiggle room needed to be creative, fresh, and inventive. Champions conveniently forget the risks they once took to get to where they are.

Continue looking for those thirsty, sound contenders. Many of these champions have seen their day.

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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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