Hustle With Some Muscle!

clipped from www.radicalcareering.com Johnson & Johnson, longtime patron saint of traditional media, shifted a stunning $250 million to relatively unproven and unmeasured digital media. All bets are officially off. When edge-pushers Wieden & Kennedy lost part of the Nike account for not pushing quite hard enough, The Wall Street Journal declared, “The message is clear: No matter how talented an agency’s creative team or how well the client’s management likes the firm’s executives, the agency is of limited value unless it embraces digital media.” Limited value? Agencies are of “limited value” for their strategy, creative product or consumer insight? Toto, we’re not in Kansas any more. We’re in Second Life. Bottom line: The higher the risk, the more evidence you’ll need to sell it, and the greater the payoff must be to justify it. And remember — at the end of the game, nobody gets points for saying, “Hey, I didn’t screw up at all!” At least, nobody not on the bomb squad.