Management Perspectives

I n advertising, we often fall victim to seductive shortcuts that promise quick wins or instant fame. The truth is, the real magic happens in the details, not the glossy headlines. Success is rarely about one stroke of genius or a viral moment—it is about a wellexecuted strategy that resonates consistently with an audience. The true challenge lies in understanding people, not just trends. It’s about crafting authentic connections and building trust, one message at a time. We should embrace complexity, seek out partnerships that challenge us, and take the long view. Advertising is not about fast fame; it is about lasting influence. Let’s take a closer look at some of these myths, split them open, and explore why they shouldn’t dictate our approach to the craft.

MYTH 1: The client is always right.

“The client is always right” is a mantra that refuses to die. In the world of advertising, this myth often manifests as an insistence to cater to every whim, even at the expense of creative integrity. While the sentiment may stem from good intentions, it’s a slippery slope to mediocre work and strained relationships. The truth is, the client isn’t always right— but they are always essential. Effective client servicing is not about blind agreement; it’s about partnership, education, and shared goals. A good agency doesn’t just execute instructions; it adds value by challenging assumptions, offering expertise, and ensuring that the final output is both strategic and creative. Look at the famous ‘Daag Acche Hain’ campaign by Surf Excel. Had the agency simply followed conventional client expectations, highlighting product benefits with spotless white clothes, the campaign would never have become iconic. Instead, the agency convinced the client to embrace a bold, emotional narrative that celebrated stains as proof of childhood exploration. The result? A campaign that resonated deeply with audiences and transformed the brand’s identity. Client servicing thrives when there’s mutual respect and a willingness to collaborate. Sometimes, saying “no” or proposing an alternative is the highest form of service. After all, clients do not just hire agencies to agree— they hire them to succeed. Because in advertising, the ultimate goal isn’t to please; it’s to perform. And that requires courage, not just compliance. It takes two to tango, and even the biggest ideas need legs to run.

MYTH 2: Great advertising is all about the ‘Big Idea’.

The oft-romanticised notion of the ‘Big Idea’—a singular, transformative concept that can instantly revitalise a brand—is a seductive myth. It may seem poetic, but in reality, it is a comforting delusion perpetuated during countless coffee-stained brainstorming sessions. Advertising success rarely hinges on one grandiose concept. It’s not about conjuring mythical beasts of creativity but about weaving a seamless tapestry of strategy, execution, and consistency. The ‘Big Idea’ may grab the spotlight, but without the unsung heroes of data insights, targeted media placement, and meticulous execution, it is just a lone performer on an empty stage. Examine Coca-Cola’s ‘Share a Coke’ campaign. A marvellously simple idea: put names on bottles. But its brilliance was not the idea itself; it was the ecosystem around it— personalisation, social media activation, and the emotional resonance of sharing. The sagacity was not lightning striking; it was countless little sparks working in harmony. So let us not mistake a catchy tagline or visual for the entire engine. Advertising is a discipline, not a divine revelation. The true mark of excellence lies in turning a thousand moving parts into one cohesive masterpiece. Ideas may shine, but execution is the real showstopper.

MYTH 3: Big budgets equal big impact.

The glittering allure of hefty budgets often creates the belief that handsome investments in fancy equipment, sprawling sets, and dazzling post-production automatically translate to outstanding video content. While resources matter, this myth conveniently overlooks the essence of impactful storytelling: creativity and audience connection. Take Thailand’s viral commercials as an example. Many are produced on modest budgets but resonate deeply because of their emotional storytelling. Ads like Thai Life Insurance’s ‘Unsung Hero’ or TrueMove H’s ‘Giving’ are simple in execution but profoundly moving. These videos gained global acclaim not for their lavish visuals, but for their ability to tug at heartstrings and reflect universal human experiences. Contrast this with some opulent productions that rely heavily on visual spectacle but fail to deliver a coherent narrative or emotional impact. Without a compelling story or a clear understanding of the audience, no amount of drone shots or CGI wizardry can save a lackluster video. Closer home, reflect on the Cred ‘Not Everyone Gets It’ campaign featuring Rahul Dravid’s ‘Indiranagar ka Gunda’ moment. Despite a relatively simple production setup, the ad went viral for its unexpected humor and clever twist on Dravid’s calm persona. The campaign became a cultural phenomenon, sparking memes and conversations across social media. It wasn’t a high-budget extravaganza but a masterclass in leveraging creativity and cultural relevance to grab attention and create buzz. This example proves that relatability, wit, and a strong understanding of your audience can outshine any lavish production. In Asia, where cultural diversity and emotional storytelling reign supreme, the most memorable videos are often those that focus on connecting with viewers, not just dazzling them. Because at the end of the day, audiences remember how a video made them feel—not how much it cost.

MYTH 4: Viral content is the ultimate goal of social media marketing.

The siren song of virality often deludes brands and clients into believing that one spectacular post or trending meme can be the silver bullet to solve all their marketing challenges. It is an enticing myth. After all, who wouldn’t want millions of views, likes, and shares? But the truth is far less glamorous: success on social media isn’t about being a one-hit wonder; it is about creating sustained, meaningful engagement. Viral content might spark temporary attention, but attention without a solid strategy is like fireworks, briefly dazzling before fading into the night. True social media mastery lies in consistency, authenticity, and value. Brands like Fevicol or Zomato have set themselves apart not because they chase virality, but because they’ve built a track record of delivering content that resonates with their audience over time. Whether it’s Fevicol’s clever, understated humour or Zomato’s witty and culturally relevant posts, their success lies in knowing their audience deeply and speaking to them in a way that feels natural and genuine. Virality, by its nature, is unpredictable and ephemeral. Even if a campaign or post goes viral, the impact is fleeting unless it aligns with a broader strategy. Think of social media marketing as a marathon, not a sprint. Building trust, fostering loyalty, and nurturing a sense of community requires patience and persistence. The brands that win are those that prioritise a lasting connection over a fleeting moment of fame. At its heart, social media is a relationshipbuilding platform, not a popularity contest. Success isn’t about chasing trends; it’s about being a brand that audiences seek out, value, and remember long after the buzz dies down. Because in the end, consistency doesn’t just beat virality—it outlasts it.

MYTH 5: Advertising is all about selling products.

Consider now the ancient relic of a notion: advertising exists solely to sell. As prehistoric as Doordarshan’s rainbow screen, this idea hobbles in like a ‘babu’ with a dusty ledger. To dismiss advertising as merely a merchant's sales pitch is like reducing cricket to just bat and ball— technically true, but missing the heart of the game. Here’s the greater truth, gilded in modern relevance: advertising isn’t simply about sales— it’s about storytelling, connection, and most importantly, aspiration. It shapes perception, defines culture, and builds brands into icons. Nike? More than shoes. Apple? A symphony of innovation. Advertising sells not just products but possibilities. Would Chanel No. 5’s ethereal allure endure, were it hawked with, “Smells nice, buy one?” Hardly. Advertising transforms the mundane into the magical, the tangible into the timeless. It whispers narratives, not prices. So let us not diminish its artistry to grubby cash registers. Advertising is not a roadside fruit stand; it is the ‘Louvre’ of commerce, where ideas are curated, elevated, and immortalised. Sales may be its endgame, but belief, crafted with precision and wit, is its most powerful tool. “People don’t buy products; they buy better versions of themselves.” Case closed.