Grey Advertising was just replaced by Draft FCB as agency of record for Kmart. According to Grey’s Jim Heekin, a smart ad guy, Grey just “reinvented the brand, gave it new relevance and created humanity that connected with consumers.” To me, that sounds as if he’s talking about Grey, not Kmart customers.
About the change, Kmart CMO Maureen McGuire said “We think the campaign (Grey’s which is about to launch) works well.” The change “is about all the capabilities Draft FCB brings.” To me, that sounds like she’s talking about Draft FCB, not Kmart customers.
Nobody is talking about the consumer! Nobody is talking about the idea.
Everyone is talking about process. And the subtext is almost always about ego. Name one consumer who knows the name of an ad agency or CMO. Consumers know the branding idea. It either works or it doesn’t. If it doesn’t, agencies are changed. It’s that simple.
It is the idea that consumers keep in their minds. It’s the idea that creates relevance, humanity and connection, to use Mr. Heekin’s words.
Campaigns and agencies come and go but powerful branding ideas are indelible.