I’m being controversial, I think Gruen Planet and it’s predecessor, Guren Transfer are excellent programs that have helped raise the profile of advertising and marketing to the Australian public.
However, raising any profile has it’s risks and Gruen Planet has done a disservice to the very industry it celebrates through it’s segment The Pitch.
In The Pitch, two advertising agencies are pitted against each other. Gruen Transfer briefs focused on the impossible. In Gruen Planet, these agencies sell the impossible based on real-world scenarios. By their own admission, Gruen Planet are:
fascinated with the creative processes behind advertising. So we thought it would be a good idea to get to know the people behind the Pitch ads. Each week we ask them how their agencies approached the briefs, and how the brilliant ads that make it onto Gruen evolved.
And this is where the problem lies: a celebration of the creative idea over the right idea.
Great creative doesn’t not guarantee commercial success. No matter how many Awards an idea wins, no matter how many mentions in the media it gets, great creative ideas do mean your goals (whatever they may be) will be realised.
Just because something is considered clever, memorable or funny, it does not mean that the people who have a positive attitude to that creative idea will change or modify their behaviour: whether that be to switch from their usual action and purchase your product (or purchase again), or to do something differently.
Brand or product advertising (which is predominantly the form advertising we see on TV) aims to increase your recall of that product (hopefully positively, but that’s not always the aim). Once you recall something, the theory is that you’re more likely change your perception or attitude over time by forming a positive association with the brand.