For many of us, our biggest strength often also turns out to be our biggest weakness. For ad agencies, their biggest strengths often are their creativity and sense-of-humor. Those wacky guys in the skinny jeans and pointy shoes crack me up! But when not checked by clients and agency grown-ups, that strength can sometimes manifest itself as a weakness.
Witness K-Mart’s ad agency, Draftfcb. (You can already tell how hip they are just by the funky corporate name.) This is the assignment Draftfcb was given: Promote Kmart as an online shopping outlet, something Kmart is lightly associated with.
But, it’s also critically important that any ad agency also be mindful of the overall brand backdrop for their narrow marketing assignment: Historically, K-mart has had shitty stores, a shitty customer experience, shitty customer service, and shitty products, and, consequently, a shitty brand image. Kmart desperately needs to change both the reality and perception of its wall-to-wall shitty-ness.
So, Draftfcb created, and Kmart approved, this gut-buster: