Bullshit. Even working at big but much smaller companies than AB, ad campaigns didn't just appear from the ether without absurd levels of focus-grouping, review and approval.
Hell I as a lowly engineer once got brought into a "what should we name the product?" committee, and they had a whole official process for that we had to go through. And this was for a product that no one here ever would have heard of, let alone the ad campaign for a beer that's a household name.
No what happened was the committee came up with a name that was Gruntmaster 6000 tier bad, then the exec in charge of the product rightly concluded the name was garbage and named it something different (ie. good). So the entire exercise was wasted.
The funny thing was it really bothered one of the other engineers on the committee that the name wasn't used. He acknowledged the name was garbage but didn't like that they decided on a whim to not follow this process they claimed to want to follow.
I used to get into friendly arguments with him about it, because I wanted the product to have a good name and didn't particularly care how it got one.
Bullshit. Even working at big but much smaller companies than AB, ad campaigns didn't just appear from the ether without absurd levels of focus-grouping, review and approval.
Hell I as a lowly engineer once got brought into a "what should we name the product?" committee, and they had a whole official process for that we had to go through. And this was for a product that no one here ever would have heard of, let alone the ad campaign for a beer that's a household name.
Was your product the Gruntmaster 6000?
No what happened was the committee came up with a name that was Gruntmaster 6000 tier bad, then the exec in charge of the product rightly concluded the name was garbage and named it something different (ie. good). So the entire exercise was wasted.
My favorite 'joke' about committees and group meetings is a camel is a horse designed by committee.
The funny thing was it really bothered one of the other engineers on the committee that the name wasn't used. He acknowledged the name was garbage but didn't like that they decided on a whim to not follow this process they claimed to want to follow.
I used to get into friendly arguments with him about it, because I wanted the product to have a good name and didn't particularly care how it got one.