On Monday, I wrote a blog about Brexit marketing lessons. I looked at the campaign from a marketing perspective and offered some practical insights for you to adopt in your marketing. I also criticised the lack of emotional appeal in the Remain campaign.
Well now, ad agencies Saatchi & Saatchi and M&C Saatchi have revealed some of the creative work that was rejected by the campaign managers.
Was this work better than the official campaign? Was it riskier? Would it have made a difference?
Follow up lesson: be very careful of design by committee. What is better:
a) a powerful message that drives sales, recall and brand – but that might alienate your non-core customer base.
or
b) a weak message that doesn’t alienate anybody, but also fails to engage your target audience or drive sales.
Have a think and let me know!