• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

    Follow me on Twitter

To the Ad agency that says “make the commercial entertaining” we say, no, make it work.

I was just thinking about the number of advertising agencies that convince clients to “trust their creativity” and yet never engage Stealing Share to develop the brand message and a strategy to steal market share. Funny that.

This past weekend I witnessed, first hand, how a belief in creativity alone to deliver something the target audience needs and appreciates can fail and fail miserably. Unfortunately, I invested an hour and a half of my time sitting though the movie “Spliced.” Luckily, only four other people besides my wife, sister-in-law and I fell into the trap of wasting a perfectly good Sunday evening in the local theatre watching this debacle.

What you need to remember is that the production company invested $30,000,000 in this film with the high hopes and “creative certainty” that it would be loved, accepted and recommended to other movie gowers. No one said…”Lets make this movie even though I think it is bad.”

Remember this lesson when your ad agency tells you that your communications need to be “entertaining.”  Ask them how they know what is entertaining and how their track record is better than Hollywood which does this sort of thing as a full time job?

Leave a Reply

Your email address will not be published. Required fields are marked *