From Fizzle To Sizzle: Why Listening Matters

In the 1980s, people took their coke really seriously.

Sorry, we meant to say Coca-Cola.

Decades before social media, customer dissatisfaction could still go viral – and acting quickly to keep customers happy mattered just as much then as it does now.

On this day in 1985, a mere 79 days after the financially disastrous launch of New Coke, Coca-Cola reintroduced the original formula as Coca-Cola Classic. All the market research in the world doesn’t mean a thing compared to the actual, living breathing, soda-swilling market itself. And when the market says “this sucks,” you have to listen, and act quickly.

The turnaround was incredible. Since the reintroduction, sales of Coke had increased at twice the rate of rival Pepsi. By the end of 1985, Coca-Cola Classic was substantially outselling both New Coke and Pepsi.

“There is a twist to this story which will please every humanist and will probably keep Harvard professors puzzled for years,” said Coca-Cola’s president at the time. “The simple fact is that all the time and money and skill poured into consumer research on the new Coca-Cola could not measure or reveal the deep and abiding emotional attachment to original Coca-Cola felt by so many people.”

In other words: you really can’t beat the real thing.

Choosing Between a Big Creative Agency and a Smaller, Specialized Agency: The Fun Way

Embarking on a creative project? It’s like choosing between a buffet and a cozy, chef-curated dinner. Both have their perks, but which one leaves you satisfied? Let’s serve up the pros and cons of each—and sprinkle in why a smaller, specialized agency might just be the secret sauce for your project.

Of course, the decision isn’t always straightforward. It’s like standing in front of two equally tempting dessert tables, each with its own allure. Do you go for the towering cake that promises variety, or the artisan tart crafted with care? Both options can be delightful, but your final choice should reflect your taste, budget, and the kind of experience you’re craving.

Big Creative Agencies: The Buffet Experience

Pros:

• Comprehensive Services: Need branding, web design, and a PR blitz? They’ve got it all, like a buffet with sushi, tacos, and ice cream.
• Extensive Resources: With a staff that rivals a small city, they can handle big, complex projects. Think event planning for the Oscars, not your cousin’s wedding.
• High Profile: Their client list might include brands you’d name-drop at a party. Instant credibility, served on a silver platter.

Cons:

• Higher Costs: All those services and shiny offices? They don’t come cheap. It’s like opting for the premium buffet with the champagne fountain.
• Less Personal Attention: You’re one of many customers. Your project might feel like just another plate in the queue.
• Potential Bureaucracy: More layers than a wedding cake, which can slow down decision-making and feedback.

Smaller, Specialized Agencies: The Chef’s Table

Pros:

• Focused Expertise: These folks live and breathe their specialty. It’s like sitting down with a chef who knows every spice in the curry by heart.
• Personalized Service: You’re not just another project; you’re the project. Expect one-on-one attention like a sommelier recommending the perfect wine.
• Agility: They can pivot faster than a dancer at a salsa club. Quick changes? No problem.
• Cost-Effective: Smaller teams mean lower overheads. It’s quality dining without the hefty bill.

Cons:

• Limited Resources: Don’t expect them to juggle a dozen plates at once. Their focus is sharp, but bandwidth? Not endless.
• Capacity Constraints: Got a huge project? They might need to stretch—or worse, ask you to wait. But hey, good things come to those who wait, right?

Why Go Small and Specialized?

Got a niche need—a brand refresh, a quirky campaign, or a snazzy app? Smaller agencies are your best bet. They’ll dig deep into your project, like a chef perfecting a signature dish, delivering bespoke solutions that are as innovative as they are deliciously tailored.

In short, while big agencies are great for grand, sprawling projects, a smaller, specialized agency brings precision, passion, and a personal touch to the table. So, when it’s time to choose, think about what kind of meal you’re hungry for.