|AdLand and Speed Bumps
By: Dwayne W. Waite Jr.
Many of us have a love/hate relationship with speed bumps. It's only natural, for speed bumps are only good for us when they work in our favor. We hate them when they slow us down, but love them when they prevent an accident, or stop the jerk in our neighborhood from doing 50mph down the street where you and your dog walk.
Of course, there's an economic application to "speed bump." It occurs when everyone thinks the economy is moving nicely, then all of a sudden it stalls. Now with economists needing at least three quarters (nine months) to declare a recession, many people are wondering if the sudden downturn is a " speed bump" or something more serious.
We bring that up to offer our own application of using speed bumps during the campaign. Not just any kind of speed bump, like economists ponder, but intentional speed bumps. We want the obstacles created that were meant to slow things down.
Honestly, as fast as we want to be, our messages are a little sloppy.
Adding these intentional speed bumps, like media stations extending the time between needing creative and when the ad is running, or adding research-based checks and balances, and hey, maybe even gut-based checks and balances by proven professionals, before creative is approved.
Naturally, then, a definition would be needed for "proven professionals." Yes, figure that speed bump out.
Don't get us wrong. We hope this differentiates between red tape and what we're talking about. We believe red tape's goal is to slow down an activity for the sake of hoping it never gets done. Our speed bump philosophy wants Adfolks to have enough time to look and re-look at their activities to make sure they're right.
Then again, it all deals with perspective.
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