Hill+Knowlton Strategies

When was the last time you took a risk on that BIG idea? With budgets being squeezed and marketers under pressure it is all too easy to go with the safe option. But, nothing has ever been acheived through box-ticking mediocraty.

A big idea doesn’t mean a big budget.

Thanks to the nature of the social media, the costs associated with executing a “big idea” has dropped to such a level that the risk of failure should now be acceptable. Consider, arguably the biggest comms. campaign from 2009, “The Best Job in the World” – it started off with a small classified ad in local newspapers. It was only after the global community responded that real investment was made and boy did they get a return.

BJitW wasn’t the first marketing campaign Tourism Queensland deployed – there were probably hundreds before it, many probably failed. However, by thinking differently and being willing to fail they struck gold and created something that has become a benchmark in the industry the world over.

Accept failure into your brand and success will be easier to come by.