The ultimate symbol of an organization’s new-age techniques to be politically correct is to approach marketing with a marketing committee. A marketing committee is often formed to tackle the strategic and design functions of marketing when internal politics demand that everybody has a say and that all opinions matter. Not to mention the fact that leaders can pawn the final decisions off on the committee if it doesn’t work out. It would be naïve of me to say that all committees are a bad idea, but not by much. Just take a look at the United States Congress and you get my drift.
Everything about marketing communications is subjective. What one person considers perfect and right on target may be hated by the person sitting right next to them who considers it the worst idea they ever saw because they and their friends will not like it. No specific reason given, they just don’t like it and their mother won’t either.
We attempt to stay away from committees, as we remember the words of ad legend David Oglivy who famously said, “Search all the parks in your cities you will find no statues dedicated to committees.” He’s right of course. Statues are always dedicated to a single brave soul − a President, a Military General, an Inventor, a Hero who rushed into a burning house to pull children out. That’s the way America works. We love the individual who has the vision, the strength, and the backbone to stick to their guns and make the hard choices.