Veksner: Has the ‘ta-da’ moment had its day?

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cloche.jpgBy Simon Veksner

Creative Partner, DDB Sydney

On another website, a Chief Marketing Officer was saying that he hates the ‘ta-da’ moment, when an agency does the big reveal of their new campaign.

So… why do we do it?

If we scrapped it, we would certainly save time and money. A ‘big’ presentation takes a day or two days of studio resource, plus the cost of the materials, which pretty much all ends up being wasted.

And it would save stress. There’s always a late night or two putting that ta-da together. And the big build-up to the reveal can create big anxiety; if you haven’t cracked it, it’s a disaster. READ ON…