The Marketing Committee Just Got Bigger – Much Bigger

For some people in advertising, graphic design, web design or many other creative endeavors related to marketing, the “idea gauntlet” represents a lengthy approval process that ideas or concepts have to traverse – internally and externally – on their way to acceptance and implementation. The idea gauntlet can take the form of a creative director, a client, a marketing committee, attorneys, the compliance department or all of these combined. Those who feel this way, complain this group process is the fastest way to kill a good idea and probably supported the quote: “A committee is a cul-de-sac down which ideas are lured and then quietly strangled.”

Others, perhaps more seasoned in the creative arts, take a more pragmatic approach and accept this challenging, multi-tiered approval process as a business reality that requires ideas and concepts be well thought out, thoroughly explained, nurtured, and, if need be, defended throughout the entire decision-making chain.

Enter the social web. No matter where someone may be on the above continuum, the “marketing committee” that now approves creative output has become exponentially larger. This was clearly demonstrated by the recent Gap logo debacle. Gap released a new logo on October 4th, and just a few days later had to capitulate and reinstate the old logo after an incessant course of boos on the new design were delivered loudly, clearly and convincingly via the social web. Ironically, Gap had crowdsourced the new logo in the first place (maybe there is a lesson here).

Another example is the new Chevrolet slogan, “Chevy Runs Deep.” As soon as the press releases had been distributed announcing the new slogan as part of an upcoming advertising campaign, there was considerable negative reaction. Jalopnik, a popular car blog, called it “The Worst Ad Slogan Ever.” Advertising Age reported, “Criticism of The New Chevy Theme Line Runs Deep.” Newsweek shouted, “Let’s Find A Better Slogan For Chevy!” Again, the social networks were abuzz with people making their voices heard – and many of those voices carried a negative opinion. Unlike Gap, Chevy has yet to surrender on this issue, but it is obviously not the most stellar beginning to a new advertising campaign for an iconic American brand.

Chances are the above examples won’t be isolated instances of the public making their opinions known regarding creative output – especially for large, well-known brands. Social media quickly and powerfully magnifies reactions – positively and negatively. For the people who create advertising and marketing components that are viewed and reviewed by the public, there may now be the need for approval from a dauntingly large number.