Suffering from the malaise of an aging demographic and lackluster interest in the Brand from younger consumers, especially young woman, Marketing is creating The Campaign. The Campaign is intended to dramatically shift perception of the Brand engage Millennial Females.
The Campaign has on and offline media and special events in key Millennial hot spots such as New York, Chicago, Tokyo, London and Berlin.
Online The Campaign will drive traffic to the Wear IT portal and encourage download of the Wear IT app.
Launching in less than a month with special events in all the major market cities, the build of the online experience well underway and the Creative Team is presenting to Marketing represented by Michael and Mary. In the room are the Agency (Brand Agency of record), the Creative team, and the Project Managers from the Creative Team and Marketing.
The Creative Team begins their presentation. The small scruffy man from the Creative Team begins describing the work.
"The work focus's Her experience online on the Brand and the Brand's connection to the things she loves and will take with her into the future. At every turn she will find the inspiration and support to Wear IT, her unique identity and the Product we are connecting to that experience for her. No matter if she is making music, take pictures, or blogging about it, she is always Wearing IT - the Brand."
Michael raises his hand. "Creative Team wait. Mary, is she wearing it or preparing to wear it?"
Mary looks at Michael and turns to the Agency. "Agency, Is she Wearing IT or preparing to Wear IT?"
Agency pauses and responds, "I don't know. We haven't briefed on that."
Michael to the Creative Team. "We need to stop. We have to have the Agency brief before we can proceed."
The Creative Team sputters and looks anxious.
Mary asks the Agency, "How long to brief on this?"
"Two weeks minimum."
The Creative Team PM to all. "We have an agreement. We cannot pause. This is a fixed engagement."
Michael turns to the Marketing PM, "What's the out?"
Marketing PM shrugs. "There is no out. We have a guaranteed burn of 20k per day to retain the Creative Team and a thirty day cancel."
"So 20K for two weeks. 100k. Well we have to do it. We can't proceed without the brief."
Mary nods in agreement. "Of course it's the right thing to do for the brand but we'll have to cut something. We're committed to the public events so it will have to be digital. What about the Zing? That's not done yet."
The Marketing PM looks at Michael. "I know how much you love the Zing but Mary's right there's been no development work done yet. Just the creative and licensing of the custom Zing tone."
"I do love the Zing but we need to do the right thing. Good then we are agreed."
Two weeks later the Agency briefed and she is Wearing IT. The Zing came back in a simplified form. The Wear IT portal launched and she never came. Two years later after all the money had been written off, the Wear IT Portal was shut down. The app had never been built.
