Margate in the UK
Photo courtesy of telegraph.co.uk
I didn’t know much about Margate until this week’s episode of The Apprentice aired, and I probably still don’t – except that it could be a great family destination or gay destination. Maybe?
One team decided to re-brand Margate as a gay destination, which was a great strategy, backed up with solid reasons for doing it. But when it came to actually doing it, they were tiptoeing around with the strategy.
If there’s one thing I’ve learned from taking Account Planning, it’s don’t tiptoe with your strategy! If you’ve got it, and it’s brilliant, do it, give it your all!
Unfortunately, the team with the brilliant idea lacked the creative execution to win, which is a terrible shame. It let’s you see how important creative is, and that the two must really work together for a success.
When you look at the other team, it’s not as easy to see that they would’ve done better with a better strategy (because they did win, and there were only a few comments made on the strategy), but I’m glad BBC left in those comments about the lack of re-branding and the lack of bravery in their strategy.
If you’re American and haven’t seen it, you might be able to see a recap here.
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Tags: account planning, creative, Margate, re-branding, strategy, The Apprentice
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