We’re well into the New Year. And everywhere I turn, the air of uncertainty smacks me in the face. I’m pretty used to uncertainties; freelance copywriting is full of unknowns, surprises and WTF-moments.
These days, the uncertainties are external. The impending GST, falling Ringgit and steadily ascending inflation have concocted an aura of economic doom and gloom here in Malaysia.
The signs ignored, voices hushed and belts further tightened.
The situation seems out of our control, with our captain-less ship at the mercy of global economic winds and undercurrents of mismanagement. We need to fend for ourselves; work harder, spend less and save more. Yes, I’m venting a little here.
But they say necessity is the mother of invention. In marketing communications, a flourishing economy and big budgets does not automatically translate to great work.
I know, because I’ve worked on campaigns for big brands with big budgets; only to see the work often become needlessly complex and hopelessly off the mark. And when budgets are cut, it is used to rationalise ineffectiveness and less-than-desired results.
These days however, I work mostly for start-ups, entrepreneurial businesses and SMEs. They usually don’t have a marketing budget or even a marketing department. But what they do have is the willingness to try new things, allow creative incubation and exhaust all strategic avenues.
The money is then spent to expound and execute a good idea, and not to bombard the media with a scratched-up campaign hoping for a miracle.
Perhaps the economic doom and gloom presents an opportunity to revamp our preconceptions of marketing. In today’s marketing there are no set formulas, cure-alls or guaranteed results, brands need to spark conversations, have a social persona and navigate the wilderness of technology.
Budgets may be trimmed, but we’ve got to roll with the punches.
Less is more, more or less, yes?
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