I’ve often heard people say that a smaller budget increases creativity. They argue that because you have less money and fewer resources, you have to think harder. The brain working on overtime produces better results because you don’t have the option of throwing cash at marketing without much forethought. I certainly agree that massive budgets often breed lazy marketing; however, I’m not sure the opposite is a truth that can be confidently stated.
Sometime it’s true that a smaller budget increases creativity, but smaller budgets just as often deliver rubbish ideas. For me, it’s a bit like the kids at university who claimed that doing their papers on the night before they needed to be handed in was preferable as they ‘performed better under pressure’. I didn’t buy that line then and I don’t now. How can necking copious amounts of Red Bull and coffee and staying up for longer than anyone should be awake deliver your optimum effort?
Anyway, we digress. Tomorrow, at 12.30pm NZ time, we are doing #markchat and we want to hear your opinions on the topic above.
To kick-start your thinking, I had a look for great examples of small budgets delivering great creativity. I didn’t come up with a huge selection; partly because I wasn’t sure what people would define as a ‘small’ budget (I would guess it is relative to the competition). That said, this guy has done some very cost-effective marketing over the years, despite a large personal fortune. And these guys have long driven an idea/campaign I love, which hasn’t been expensive compared to others in the market.
On the other end of the spectrum, here is one terrible piece of marketing that would have cost a fair wedge of budget and here is another, more recent example that has received a fair amount of criticism. Oh, and here’s another for those of you who want more.