Without good ideas there is no successful advertising. But one good idea alone doesn’t spell immediate success. Spontaneous inspiration must be guided by a clear structure, as defined for the market presence of your company.
Sustained success in the marketplace is based on diligent analysis, a methodical course of action and clearly stated targets. And when the course has been set, good ideas can provide the momentum to reach the goal swiftly. Always implementing ideas in a pragmatic, but not unsystematic way. And “Below the Line” is no uncharted territory for me, but a familiar field. As I know from my sales-oriented business experience, much of the thrust in a marketing campaign comes from the boiler room in the underwater part of the ship. Cast off!