The Borgusky technique

Fairs Yakob, writing for WARC:

“When Alex Bogusky was creative director of the agency that bears his name, he insisted on being read the press release before seeing the creative work. If the press release was uninspiring, he would refuse to look at the work. Bogusky understood that the role of advertising is to make things famous.

In the ad-saturated environment of the noughties, the decade of which he was crowned creative director, the best way to ensure that was to make advertising generate its own PR.”

This reminds me of a similar technique employed by Amazon.

“Before Amazon developers write a single line of code, they have to write the hypothetical product’s press release and FAQ announcement.

Amazon uses this “working backwards” approach because it forces the team to get the most difficult discussions out of the way early (…). They need to fully understand what the product’s value proposition will be and how it will be pitched to customers. If the team can’t come up with a compelling press release, the product probably isn’t worth making.

It also helps with more rapid iteration and keeps the team on track, Jassy explained.

Jassy’s AWS team isn’t the only one that uses this atypical product approach: It’s institutionalized throughout all of Amazon, according to Brad Stone’s book The Everything Store”.

Sometimes bad ideas can be dressed up to produce passable work. But the underlying idea is still broken.

Starting with the PR or press release separates the idea from the execution. It forces you to asses the former without the distraction of the latter.

If you can’t excite your audience by communicating your idea in simple language, go back to the drawing board.

Hey. I’m Alex Murrell. I'm a Planner at Epoch Design in Bristol where I help deliver highly creative, innovative and effective pack, instore and online communications for some of the world’s biggest FMCG brands. Want to know more? You can find me on Twitter or LinkedIn.

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