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Hi. Just to let you know that have added your blog to Spotlight Ideas' Top 100 Advertising, Marketing, Media & PR Blogs (with blog entries placed into genres).

Another myth: "the big idea sells". As you say, it is about the execution of the idea -- but before you get to execution, the agency has to understand the complexities of your business and help you to sell it in. The idea cannot rest on its own, it needs context and follow-through.

And then, when finally released into the wild of the marketplace, you hope it can deliver on the promise. Due diligence in the sell-through process makes this far more likely.

Valeria

Great post and very relevent for today's business "uber-hyped" environment.

Having a good Marketer on board is smart and strategic. Having an agency that recognizes that talent is smarter still.

I liked your comment in Myth #3 about being able to focus on the customer needs - and not on the campaign's potential to win awards. How many times do we see multiple ad award winners yet can't seem to remember a week later just what product that ad was trying to sell?

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