Multiple Marketing Messages. One Brand Promise.

200805010040.jpgHaving produced many podcasts myself, I must confess I’m a big fan of Brian Martin‘s Brand Fast-Trackers series. The quality of conversation and the recording make it stand out above the average. I look forward to the guests, the insight, and the learning I get from listening.

John Adams, the CEO of The Martin Agency, was a recent interview. The Martin Agency became the first advertising agency to be named “Agency of the Year” five times by Adweek magazine. Adams brings 30 years of experience to the table when he talks about marketing. He’s worked to create some amazingly memorable campaigns, mascots, marks, and more. A recent success is his work with GEICO and their gecko and caveman campaigns.

An insight from this podcast that hit me as a very unorthodox and perhaps breakthrough was Adam’s recognition and support for deeper layers and multiple messages. This is one trend that makes a lot of sense for new media and marketing to the digital-raised, multi-tasking, short-attention span Millennials. Check out the quote below, and be sure to listen to the full podcast for additional insight.

Consumers themselves in many ways account for the recent explosion of multiple advertising messages across both old and new media. Adams believes today’s consumers have advanced beyond classical marketing tenets. “The capacity of people to hold multiple ideas about the same brand in their minds at the same time has absolutely evolved,” says The Martin Agency topper. “We are finding out with GEICO and with other brands that it is not only possible but highly desirable to tell multiple stories and have multiple promises for a brand, which is contrary to the way we were all taught.” Placing a specific brand message with the audience most likely to embrace it is the other portion of the equation. The GEICO campaign, with its multiple messages delivered nearly simultaneously, offers a perfect case study. “The one thing that unifies them is the overarching brand promise: ‘A 15-minute call could save you 15 percent or more on your car insurance.’ But the way in which each of those campaigns is done is completely different, and 30 years ago that would have been heresy.”

– From Episode: John Adams downloads on four decades with The Martin Agency

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