Pseudo Kramer
Jul 22, 2011

Pseudo Kramer’s Blog: Neither hair nor there

Decision making in the marketing department of a shampoo brand makes for some hilarity, finds Pseudo Kramer for this month’s post

Pseudo Kramer’s Blog: Neither hair nor there

FM : MARKETING DIRECTOR
TO : BRAND MANAGER A, BRAND MANAGER B
 
Guys I thought yesterday’s creative presentation by the agency was quite good. Of the 3 campaigns shared, I think the Healthy Hair and the Strong Hair were equally strong. The third one ‘Shiny Hair’ seemed rather weak. So what is your recommendation of choice?
 
FM : BRAND MANAGER A
TO : MARKETING DIRECTOR
 
Yes I agree with you. There was some good work. I think we should go with the Healthy Hair concept. As we all know, Health is a big buzz word these days and it will resonate with people when we say Healthy Hair. Besides I think the creative execution was quite good too. My vote goes for Healthy Hair.
 
FM : BRAND MANAGER B
TO : MARKETING DIRECTOR
I liked the Strong Hair Concept quite well actually. Strong Hair is very relatable and everyone wants to be strong. Besides, the demo for strong hair was quite powerful. So I would strongly endorse Strong Hair as the concept to go with.
 
FM : MARKETING DIRECTOR
TO : BRAND MANAGER A, BRAND MANAGER B
Both of you have chosen 2 different campaigns. Healthy Hair and Strong Hair. Can you two discuss and come back with one recommendation?
 
FM : BRAND MANAGER A
TO : BRAND MANAGER B
How can you like Strong Hair? It doesn’t even make any sense. What is strong hair, anyway? From an execution point of view, I find the colour blue particularly jarring. There’s absolutely no way we can run Strong Hair.
 
FM : BRAND MANAGER B
TO : BRAND MANAGER A
 
Watch what you say. I have worked in the hair space for over 3 years so I know what resonates in this space. Strong Hair and the demo reinforces that point, so it is really powerful. Anyway, what is this Heatlhy Hair? Who says you have ‘Healthy Hair’. That is such a weak statement. If we are going with this we have to go with Strong Hair. I have already spoken to the Marketing Director and he seems to agree.
 
FM : BRAND MANAGER A
TO : BRAND MANAGER B
 
So devious you are, going behind my back to talk to the Marketing Director. Well guess what, I just spent an hour with him and showed him various examples of campaigns in this space and that have been successful. He got the point and will tell you that we are going with ‘Healthy Hair’.
 
FM : BRAND MANAGER B
TO : BRAND MANAGER A
 
I just sent the Marketing Director some research data that suggests that Strong Hair is a very powerful claim and will work like gangbusters. Watch and learn!!

FM : BRAND MANAGER A
TO : BRAND MANAGER B

I just met the Marketing Director as he was getting into the lift and played a video interview with 3 girls in my building who loved ‘Healthy Hair’. He said he’ll let us know his thoughts tomorrow. Sorry pal, looks like again you lose!

FM : MARKETING DIRECTOR
TO : BRAND MANAGER A, BRAND MANAGER B

Over the last week, both of you have passionately fought for your preferred concepts. This is making it hard for me to decide which way to go. Strong Hair and Healthy Hair have their merits. As we cannot seem to get consensus, I was thinking perhaps we could resuscitate the less preferred Shiny Hair and run with it. Any objections?
 
FM : BRAND MANAGER A
TO : MARKETING DIRECTOR
 
Fine with me.
 
FM : BRAND MANAGER
TO : MARKETING DIRECTOR
 
I am fine with it.
 
FM : MARKETING DIRECTOR
TO : BRAND MANAGER A, BRAND MANAGER B

Thanks. Good decision. Win- Win for all!

As Kramer has in 'Seinfeld', Pseudo Kramer has a unique perspective on the goings-on in the world, this time of advertising and marketing.

Source:
Campaign India

Related Articles

Just Published

8 hours ago

Blog: The fascinating story of Brooks Brothers and ...

Brooks Brothers, best known for being the couturiers who outfitted 41 of the 45 American Presidents, filed for bankruptcy last week in the US. The author looks back at their journey...

12 hours ago

Spotify reaches out to international music fans in ...

Watch the films conceptualised by Leo Burnett here