If you’ve worked in marketing over the past five years, chances are you’ve stumbled across Les Binet’s articles, videos, or in-depth analyses on what brands should do or avoid doing in a crisis: price promotions to counter sales decline can be a “recipe for disaster”; pulling back on media spend creates opportunities for braver brands; and emotional creativity can make your budget “go 11 times further.”
But let’s be honest, when the proverbial shit hits the fan, the theory is hard to put into practice. When sales are decreasing, anything that doesn’t scream “buy now!” feels risky. “Let’s do brand advertising to lower price elasticity in the long run” just doesn’t sell itself to the board as easily as “let’s do a promotion to drive sales now.”
So, while I know I’m risking the wrath of marketing god Mark Ritson (I’m sure he’ll read this) - who preaches the gospel of balancing brand and performance, but never in the same ad - sometimes reality just doesn’t give you that luxury. I believe a promotion with brand character and creativity is still miles better than a generic price cut.
Here are some thoughts on how to get your creative agency partners to deliver a Snickers Hungerithm, rather than just a random BOGO or whatnot:
01. ASSEMBLE YOUR OCEAN’S 11
If they’re not already on your account, ask your agency who thrives on the impossible brief. Every agency has those thinkers who love a challenge that looks nearly impossible to crack. Show these “safecrackers” the odds, and you’ll unlock a different level of motivation.
02. BE OPEN AND SPECIFIC
When you brief your heist gang, be precise. Beyond objectives and KPIs, let them know the real constraints: which promotional mechanics won’t fly, what’s out of bounds with the product, and how much freedom there is to try new bundles, partnerships, or tactics. The more specific you are, the more they can focus their energy (and avoid wasting yours).
03. BE IN THE ROOM
Don’t wait for the big “ta-da” moment. Get involved in the brainstorm. The team can run ideas by you quickly, sense what’s got potential, and avoid chasing dead ends. It saves time and gets you closer to something that will really work.
04. NURTURE THE CRAZY
Make it clear you’re not there to shoot down wild ideas at first blush. Anyone can find reasons why something won’t work. What’s harder and more valuable is finding a way for the crazy ones to actually work. Encourage the madness, then help channel it.
05. TEST FAST, LEARN FASTER
Don’t wait for perfection: pick the strongest creative idea and pilot it quickly in-market. Set clear metrics, watch how it performs, and be ready to tweak or scale up what works. This not only gets results faster, but also builds trust and momentum between you and your agency.
At the end of the day, tough times don’t have to mean generic campaigns and race-to-the-bottom promotions. With the right crew, a clear brief, open collaboration, and just enough madness, you can still pull off a creative heist.
Authored by Andreas Krasser, CEO DDB Group Hong Kong and The Marketing Society Hong Kong Board Member
