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Real stuff needs client permission including permission to share the results. Clients are sometimes like “we got the results we needed and don’t need to share more about this, onto other things” where as for the free fake sh*t those trades are all they have
How does a fake project get into the trades? DONT u have say in that?
It's mostly fake projects in trades.
Is it weird that you made fake projects?
Kid cancer. I needed an award. Fuck no. Just generic whatever work.
All media/PR stunts are real. Don’t you know?
Yeah, we kind of bonked ourselves when we made home runs on projects the client didn’t fund enough to even do a media buy.
And no. It’s not weird. What does hitting big mean? Trades pick up stories pitched to them. Your client or agency probably didn’t pitch it.
Oh, we went international with press. All the big ones. Except the trades. We sent them the same pitch. They just did not cover it at all.
Who handled PR? I had a huge project this year and got 0 trade coverage because the client bungled it
Pro
Oh god. Have been in your shoes. We had a separate PR team who had a strategy so completely unrelated to our idea, that they didn’t even include it in a discernible way.
Treated like barely an afterthought. I was so pissed off. I had spent a full YEAR on the project.
And they blew all the money on an influencer that didn’t even talk about our program. We had zero coverage anywhere at the end of the day.
And it was an amazing idea. Maybe include it in the press release? Fuck. Still pissed off.
The issue was, they wanted to talk about something else, something way too complicated, and that no one would write a story about. Zero appeal. And then tacked on something about our idea in the 5th paragraph.
They so fucked us. And honestly, they misled the client who ended up pissed off after they finally realized what happened.
This is why I hate it when holding companies divide services into separate companies. No accountability to serving the idea.
Chief
What was fake about the projects?
My “real” one was extremely effective. It was also for a non-profit. But we actually made real stuff. I feel it was more creative than what the trades went for.
The “fake” digital stuff was just awareness. Which honestly didn’t do as much for them as it did for me since it only really got trade love. But it didn’t cost them anything. So they didn’t care.