{ "media_type": "text", "post_content": "You’re a new CMO on a struggling brand. Who do you RFP to help turn around the business?", "post_id": "5e64451ef5f33f002bcf92ef", "reply_count": 20, "vote_count": 3, "bowl_id": "5565cfca8b2b9a03009acf57", "bowl_name": "Advertising", "feed_type": "crowd" }

You’re a new CMO on a struggling brand. Who do you RFP to help turn around the business?

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So I'm agency side, media, digital focused. Let me ask. Can marketing really 'turn around' a struggling brand? I feel a sound business model can certainly take off by going from bad marketing to good, but if the brand itself is in a bad place, can any amount of messaging really fix that?

likesmarthelpful

Depends on whether it’s a product problem or a marketing problem. They are very different, and not at all susceptible to the same solutions—requiring very different skill sets. Having been involved with similar a couple of times, I wouldn’t RFP anyone; instead I’d network my way to the best thinkers for the job. Not as hard to figure out who that is, as you might think.

smartlike

Gut. TBWA NY CPB Interesting development

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No. My brand is big enough for them to keep the lights on if they win. Which means they'll try extra hard.

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I’s go for different types of agencies imo. So probably 72&Sunny, Vayner, Lucky Generals, Laundry Service, Huge

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WK, GSP, JL, Martin, Gut, TBWANY, D5 ^Agencies with prestigious strategy departments and are known to make great spots but can also nail stunts.

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Why is the brand struggling?

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It’s a theoretical question. Have fun with it. :)

RFP?

I worked a rebrand for a regional beer, that went through 4 changes in ownership, the brand holds strong regionally to those who know and love the brand. But nationally PBR holds that crown, and with options like Rainier (their rival) Tecate and Hamm’s space on the shelf is limited especially with craft brewing hold on the market. Maybe a rebrand or repositioning is needed and not RFP? Without know the brand or the problem I can’t properly diagnose the issue.

funny

This should be interesting.

Additional Posts

Beyond 2 lines the text in each post card is cut off. I wonder how many lines in the comment section?

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Why is fast food so much more appetizing when I'm traveling?

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When it's your second day on the project and you already get screamed at for trying to be helpful

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On site role's biggest perk is a 9 to 5 commitment

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3 months in, working till 9pm almost everyday and working till 2 on occasions are really burning me out. Is this normal?

You must be a consultant, cos I'd fully utilize you

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When you recycle 14 decks to come with up with 1 deck and send it to your client to blow him away

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Anyone been staffed in Austin? Best SPG option and recommendations?

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Working in Tokyo and the only American/consultant. Unlimited expense account. Consulting lottery?

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Friday happy hour #1 no more open bar? Time to head to #2.. #thepursuitoffreebooz

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What are everyone's new year resolutions? Mine are modest. Read 1 book a month and save an extra $200 a month.

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I trust the cracked out hobo outside my apartment more than the mute button on Skype/Lync.

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Managing Directors be like "Happy holidays! We wish you and your family only the best! ...but most importantly stay chargeable for our metrics"

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When that Christmas bonus rolls in on top of your raise, and you're all like 🤑

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I hate when someone explicitly asks you to set up a meeting, then when you all get to said meeting, they ask you what the purpose & agenda is.

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Would you ever flirt with a resource manager to get staffed on a different project? Or is it pretty much a negative end result?

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Off for two weeks... I feel like William Wallace yelling "freeeeedommmm!!!"

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I need a new career. Consulting for a year, 12 hour days are the norm, sans-social life, and zero recognition. I have my hesitations but giving my two weeks sounds more like a win these days.

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