By Sebastien Thomas
SCA is like juggling, and I can’t really juggle. In fact I can’t juggle. For any new intake people reading this, you’ll get masterclasses early on in the year, regarding time management.
Time management, time shmanagement. You’ll never have enough time. Sure, you can plan your day, and it helps. But you’re going to have to get used to not having enough hours in the day to accomplish what you want to do.
My partner and I are concentrating on strategies. Propositions, SMPs, brand platforms, launchpads. Whatever you want to call them. A strategy is essentially saying something new about a brand. As Steve Henry said this week, say something people know about a brand, but hadn’t thought of yet.
It’s not as easy as it sounds. You’ll look at all the famous strategies and examine them, and tell yourself “That’s easy! They just got there first, I could have come up with that!” But of course, it’s unlikely you would have. That’s why they’re so good.
But then it doesn’t end there. Once you come up with a half decent strategy (our ratio is about 1 in every 10 if we’re lucky) you then have to execute it in an intelligent and interesting way. Something we’re struggling with at the moment.
But to end off a perfectly coherent scab: SCA is like juggling. But you’ve got one hand, and you’re blindfolded, and there are like, 20 eggs in the air that you’re trying to avoid hitting you in the face.