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I have no clue what that means…
Are you asking how you de-position poor agency scoping and client brand manager bean counting vs. making meaningful investment in things that work? And then sell into both parties why that’s important?
I don’t know. When you find out tell us. But pushing to be a true partner on a media planning session is probably a good thing to push for. That’s at least something we can slightly influence.
I guess my favorite way would be to have a few drinks and start going on about the law of diminishing returns. I've witnessed the phenomenon of pushing something to the point where the efficiency produced was negligible. And when you're dealing with people, chasing efficiency will eventually result in burnout or the loss of otherwise capable employees.
The long and the short of it. But also look at beats by Dre’s Google trends data from before and after they got bought by Apple and stopped investing in the brand as much
I tell them that if I ask my wife to buy their product and charge them nothing for the privilege i can give them an ROI of infinity. but they will only have sold 1item.
A way to distinguish the fallacy of chasing efficiency over larger effectiveness is to consider the concept of "doing things right" versus "doing the right things."
Efficiency is about optimizing processes and minimizing waste—essentially, getting things done quickly and with the least amount of resources. However, this focus can sometimes lead to prioritizing speed over quality or relevance.
Effectiveness, on the other hand, is about achieving desired outcomes and making a meaningful impact. It involves ensuring that the tasks being performed align with the larger goals and values of the organization.
A helpful analogy is a company that streamlines its production line for speed, only to find that the products fail to meet customer needs or quality standards. In this case, the company may be efficient but not effective.