|
Each year a posh venue in
the heart of the big city hosts an advertising and marketing award ceremony. It
is an occasion for men to hire suits, women buy dresses, bowties to fathom and
speeches of thanks jotted down.
For an unscrupulous minority,
it also a time for deceit.
Beyond the bright lights
and etched trophies, when it comes to recognising pioneering innovation, a minority
of marketing types are happy to gloss over a dark secret: The creative work
originated by an anonymous third party design agency, copywriter or the like.
The marketer gets a ‘brownie
point’ added to the CV. The agency receives more glassware to mention at new business
pitches, and the actual party who suggested the idea that launched a thousand
new sales, remains adrift in a sea of obscurity. The real spirit of innovation
is soiled; the judges’ choice is flawed.
All this is nothing new.
Throughout history, countless innovations have been accredited to the wrong people.
Take the humble leotard. (That one-piece tight-fitting suit worn by acrobats and
dancers.) Legend has it that Jules Leotard, featured in the song “The daring young
man on the flying trapeze”, invented it. However, the real credit goes to a certain
Nelson Hower, a bareback rider in the Buckley and Wicks show during 1828. One
day Hower’s costume didn’t return from the cleaners so he performed in his long
underwear. Leotard spotted this, admired the style and modified the suit; the
rest is history.
Then there were the two
food vendors with stands adjacent to each other at the 1904 St Louis World Fair.
One of the vendors – Ernest A. Hamwi sold a wafer-thin Persian waffle. The other
ice cream. Unfortunately, the ice-cream vendor ran out of dishes for his ice cream.
Hamwi rolled one of his wafers into a cone shape and topped it with a scoop of
the neighbour’s ice cream. Everyone loved it.
All’s well that ends well
right? Er, not quite. Six months earlier in New York City, an Italian called Italo
Marchiony ran a pushcart business selling lemon ice in a cone that was first made
of paper, but then pastry. He received a patent for the cone six months before
the World Fair. Yet, Hamwi received the general acclaim for the cone. He was in
the right place at the right time.
Don’t vegetate – innovate!
Many have fallen victim
to other people’s veneer of a success story: Until now. It’s time to stand up
(well actually sit down) speak your mind, swim up from the depths of obscurity,
and be recognised.
As a Fellow of the RSA (Royal
Society for the encouragement of Arts, Manufactures and Commerce) I would like
you to join me for a cup of coffee and a brainstorm. It is all part of an innovation
project celebrating 250 years of the RSA called Coffeehouse Challenge. This is
your opportunity to swap sour grapes for coffee beans, and in the process make
a genuine difference to our world. If you come up with a particularly innovative
idea, it could be showcased at this year’s the RSA’s International Conference
at the Royal Albert Hall. (Ladies, start looking for that dress – men; start practicing
your bowtie knotting skills.)
The coffee innovation challenge
will be held at a central London Starbucks over one weekend in June – either Sunday
20th or 27th. Drawing on your innovative marketing thinking
we can have a shot at cracking some of today’s most important issues. These include:
How do we re-engage with our democracy? How do we promote recycling? How can
communities feel more united without compromising individuality? Could SMS mobilisation
and electronic voting inspire a younger ‘e-electorate’?
All issues for discussion
are linked to the RSA’s new manifesto, which highlights bright ideas; zero waste,
capable people, strong communities and global citizenship.
If you are interested in
joining your fellow innovative marketers for a spot of networking, a cup of coffee
and quest to change the world, please email me at jj@gabaynet.com.
Who knows, the next big
award winner at a posh innovation affair could be you! Best of all, no one will
dare raise an eyebrow over the judge’s choice.
 |
About the Author
Jonathan Gabay is on CIM’s
core faculty. Future
recommended courses featuring Jonathan include:
Delivering Persuasive Presentations
The Absolute Beginner's
Guide to Creative Marketing
Managing Ideas
Be sure to visit Jonathan’s
website – http://www.gabaynet.com/
To reach them – touch them
|
|
