Thoughts about media in Canada

Perfection is not what you think

I have to rant about something. It’s been bugging me since I started in this industry. Whenever I hear someone wanting “the perfect plan” or wanting to copy paste last year’s “winning formula” or be incredibly blindsided in thinking he/she discovered the most epic property ever, which just works wonders and is going to bring him/her, the company and the client fame & fortune.

I’ll illustrate my point of view. Imagine that all little squares below represent an advertising campaign. The blue square is “perfect”. It generates the most fantastic results ever.

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This campaign wins 2712 awards, generates $1,000,000 profit per $1 invested and can be replicated for any type of client, any market, any season.

It. Is. Perfect.

Obviously, everyone (except me and a few others) want to replicate the perfect campaign. Who do you think will stand out of the clutter and will generate the best results?

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My point of view: Perfection is not in the finality, it’s not in the “plan”

“Perfection” is in the path, the insight, the idea that led to the “perfect” results.

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