On Wednesday during ADWKDC, headline speaker Liz Dolan, CMO, OWN: The Oprah Winfrey Network will address risk taking and how it is necessary to succeed.
Advertising can certainly be a risky business. Research can point us in the right direction, a focused strategy can guide the creative and media development and fantastic production and crafting can pull the message together, but sometimes it is still a risk.
Is the message too in your face? Will the audience get it or care? Do we really have the best product or service and can it live up to our message?
There are a lot of risky campaigns. Some take a risk in media placement, some take a risk with a daring message, and some are taking a risk during this recession by keeping their message out there. Not that advertising in a recession is necessarily a risk, we have lots of research that points to it being a very wise time to advertise. But defending that spend in the C-Suite can be a risky situation to put yourself in as the CMO or marketing team member. Asking for that budget, when funds are tight, is risky.
But as Liz will point out in her remarks, sometime you gotta take it.
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