The Suez canal is an artificial sea-level waterway in Egypt connecting the Mediterranean sea to the Red Sea. The canal separates the African continent from Asia and it provides the shortest maritime route between Europe and the lands lying around the Indian and western Pacific oceans. Before the opening of the Suez canal ships had to take the roundabout route via the Cape of Good Hope in South Africa.
In today’s world, it is imperative that the voyage undertaken by an advertising agency must take the ‘Suez canal’ route to save time and arduous efforts. An advertising agency can take a shortcut to success (of course without defeating and diluting the objective) when…
- Clients are politely taught to rationalize the thoughts that go in an ad. rather than going by personal preferences
- Ego is kept aside and the exercise of reverse mentoring is practiced by the seniors
- Awards are treated to be secondary and generating the RoI is taken as the primary goal
- A client’s likes and dislikes are subjected only to the language & visual and not to a core thought that is arguably sensible
- Too many opinions aren’t taken. They can eclipse a good thought
- Deadlines are rationalized. Work executed within a shoestring schedule may ruin the quality and purpose of a good communication
With all these, the advertising message can anchor in a customer’s mind within a set framework of time, with wisdom as its scaffolding.