If you don’t mind I will barge right into the matter of things. And the matter is my argument that the only good idea is an executed idea. I think it is time that we start to realize and foremost recognize the fact that campaigns that have made a difference are actually ideas that were realized. And lately I have noticed a development that I think is killing for good cases to come to life.

I am fed up with the boom of social media experts, brand consultants, book authors and expensive conferences. Why? Because it has a spin off on how agencies are approached nowadays. So much value is given to expert opinions, presentations and consultancy. A growing number of brands want to simply hire us – or hire one of the many experts – for our strategic thinking. Not for the execution. And I have a fundamental problem with this. Simply because strategy by itself never does the trick. My experience is that even the most eloquent gurus are the worst creative pragmatics. Kind of worrisome if you start to realize strategy by itself puts nothing in motion.

A growing number of brands want to simply hire us for our strategic thinking

You need a partner who directs an idea from its conception to its birth. Everyone can make babies. Making them an admirable adult, that’s the real deal. And we all know raising a child is the hard part. I honestly cannot remember one successful case whose upbringing has been a smooth ride. Each and every one of the cases – all the experts, seminars and books refer to – have been fought for in a very complex process. The process of having the stamina to steer it in the right direction, not letting it divert. The process of pushing it to make every detail right so it will actually work. The process of adding craftsmanship in media, PR and production.

Everyone can make babies. Making them an admirable adult, that’s the real deal

So I think it is about time that we start to appreciate the idea as a whole. It is time we stop disqualifying an idea to just having the smart thoughts. It’s time we – as marketers and agencies – fight this fight together. Otherwise I think the good cases will run out. And to which cases do all those social media experts and book authors have to refer to then? We really cannot let them down.