We’re all guilty of it. We all have conventions that we stick to – subject as we all are to automatic ways of thinking.
When faced with giving client presentations, I’m sure that many of us at agencies subscribe to them even when we know we really shouldn’t.
In fact, some conventions become almost helpful, when they offer clients a modicum of familiarity – and therefore safety – in the midst of all the sound and fury of new and exciting ideas contained in our customary 90 chart powerpoint deck.
Media planning and buying is rife with this sort of thing. Stuff like: a strong start to a TV campaign, front half is the most important part of a magazine, Thursday and Friday are ‘retail days’. Stuff like this has gone on so long it’s no longer clear where it’s right-minded advice, and where we’re perpetuating a self-fulfilling prophecy that creates the very ‘clutter’ through which we’re convinced our campaign will cut.
I dislike all this because it constrains the brand into thinking about a very narrow form of preference creation, and keeps them from really thinking about how it’s going to add value to someone’s experience.
In digital, where you can do so much, we’ve also become overly reliant on these ‘old world’ norms.
As the picture below demonstrates.