For marketers, using the same campaigns and spokespeople year after year can seem highly unimaginative.
Brand teams often just get bored with it all. But agency teams can be downright hostile about existing campaigns – which may have been introduced by a previous agency, and/or under the brand’s prior chief marketing officer. Plus, it’s hard to believe that creative concepts developed years ago can resonate with today’s millennial consumers. So why not switch things up?
The urge to ‘breathe new life’ into the brand with a new campaign can be hard to overcome. But stifling that urge could determine if your brand lives or dies.
Simply put, there’s a good reason agencies and advertisers should keep relying on the same campaigns, despite their strong desire to move on: the existing campaigns nearly always work better than anything new they can come up with.
There are two main factors working against new campaigns, one an artifact of how research is conducted, but one that’s very real.