Hard objectives sell 60 Market share/profit growth by campaign objectives 50 40 30 20 10 0 Soft objectives Hard objectives Source: Les Binet and Peter Field, Marketing in the Era of Accountability, Warc, 2007. That is why Ogilvy Fusion™ and the DO Brief™ both start with a question about the client’s business issue. We really do mean the business issue, not the communications issue. Get a good answer to that question and you are already more likely to get an effective campaign. 3. Aim for fame After strategy and content, the most effective campaigns exploit social media and PR to create more exposure than the client paid for. They increase the brand’s fame. Fame campaigns sell more than campaigns with any other strategy. Fame sells 80 Market share/profit by campaign strategy 78 76 74 72 70 68 66 64 62 60 s ct e n t st ty e s o n i ire i u l m mag at me Tr ene D I i t ua Fa ar t i Q w en m A fer Com Dif Source: Les Binet and Peter Field, Marketing in the Era of Accountability, Warc, 2007. To be clear, fame is more than awareness. A famous brand need not be the biggest in the category or the biggest advertiser, but it is the leader in perception. It makes the most waves, gets talked about most, is most cited by journalists. More exposure = more sales. One way to make your brand famous is to get a big ideaL. 10