Brunner Digital Blog

You can’t read, listen to, or watch anything about business lately that doesn’t have to do with speculation on the economy. A lot of the speculation we in ad agencies read, not surprisingly, centers around how advertising will fare. Because ad budgets are one of the first things affected when businesses sense a downturn.

Not only do ads get cut — the ads that run tend to get safer. It’s as if everybody’s thinking that if we all just sit quietly, and don’t rock the boat, this thing will pass.

Back in the 80s, when I was still going to classes called “Advertising,” the country got hammered by a couple of recessions. A small upstart agency in Minneapolis came forward with the notion that tough times are exactly the right time to take creative risks in your advertising. The agency was launched on the concept that you can stretch smaller ad budgets by producing superior, and risk-taking, creative. By being bold, you stand out from everyone else, who are trying to play it safe. That idea worked for Fallon — because it worked for their clients, who were bold enough to take the advice.

Downturn or no, there’s credence to the idea that superior, bold, risk-taking creative gets you noticed, and stretches a modest budget much, much farther than milquetoast ideas ever will. Problem is, add in that downturn, and people start to get nervous about every idea — let alone the risk-taking ones.

We’re not in the 80s anymore. I know this because my kids remind me every time I queue up my favorite iPod playlist. But I also know this because I work in digital. And digital is the very place I believe advertisers will be turning to for solutions in a coming downturn. At least, I believe, that’s where the smart ones will turn. And I’m not the only one who believes it. This Ad Age article (subscription required) points to mobile, email, and search as the media marketers are most likely to embrace in a recession. The reasons they point out are all the ones you’d expect – media cost, reaching people in a critical moment of intent, measurability. Here, though, I want to point out another: the ability to deliver innovative, risk taking creative with, well… less risk. Let’s take a look at four ways it can do that.

1. Cost. First, let’s be clear: digital isn’t free. Sometimes, it’s not even what I would consider cheap. But there’s no arguing that, comparatively speaking, you get a lot for your money on the web. Which means that, again, comparatively speaking, your ante is lower — from a media standpoint, and typically, from a production standpoint — if you try something bold in digital. We’ve already learned that bold creative stretches your dollar — now add to that the stretch you find on the web.
2. You can change it. One of the greatest things about the web is that it’s so immediate. It’s not carved in stone, or even printed in ink. Which gives you the ability to try different approaches — including those bold, risk-taking ideas — with the knowledge that, if it doesn’t work, you can change it — and change it quickly.
3. You know right away if it’s working. You already know that stuff on the web is almost infinitely measurable. Not that other stuff isn’t — but it’s built into the very fiber of the web. If your risk is going to pay, you’ll know quickly, and you can start breathing easier. If it’s not going to pay, simply refer to item 2, and change it.
4. The web, more so than any other advertising environment, is a place that embraces creative risk. So what you view as an extremely bold idea for your brand is probably going to feel right at home.

Truth is, there are plenty of reasons why digital is, and should be, a strong player for your brand in an economic downturn. Here, I’m highlighting a few that point not just to digital, but to bold creative in a digital space. Good times or bad, it’s a one-two punch that’s always a good bet.