Campaign-able...?

At the airport on my way back to Sunny Moscow.

Another good thing about holidays, & my advice is take as many as you can get away with, is they allow your brain to relax. This allows you to remember things

I now remember there is another advertising rule I was taught at Young & Rubicam in London. And most of the "creative" work I have seen in Eastern Europe fails these 2 tests

1. Is it own-able...?
2. Is it campaign-able...?

Two ugly words I know, but important to understand if an idea has "legs"

Is it ownable..? Can the creative work only work for this brand. Or is it generic & can be copied by the category, or worse, any category. Does it apply to the Unique Selling Proposition of this brand...?

Is it campaignable...? Is it just a one-off? Like the T-Mobile Dance in the station. Can it be repeated & expanded upon? Be consistent but never the same. Think of the Marlboro horse, S/he has been smoking for 50 years & still hasn't died; Or Beanz Meanz Heinz, or Probably the Best Lager in the World or Heineken Refreshes the Parts other beers can't reach - see link above.

All these were brilliant campaigns. They started slowly & grew until they became part of the language. Well the English language anyway

That isn't marketing...or even advertising...it's almost Art. And in 14 years in ex-communist markets I still haven't seen a campaign. If you know of any please email me - pgarethbrown@gmail.com