Venture Capitalists sit on pots of money.  They pronounce that they are investing in “infrastructure”, “telecomms”, “green tech” etc.  Businesspeople flock to them to pursuade them to part with some money in return for more back at a later time.

Why don’t Marketing Directors do the same?

Why don’t they announce their budgets, and the problems they wish to solve, receive proposals and back the ones they think will return them more money.

It’s like Marketing, only different.

It’s a different procurement process, it’s a different management process, it’s a different return model.  And it will produce innovative and effective work.

Warning: be prepared that a £20,000 investment may yield bigger returns than a £15m advertising budget.

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