Use of Clients Products

Posted by admin on Feb 29, 2008 in Uncategorized | 0 comments

Eariler this week, Microsoft announced that it selected Crispin Porter & Bogusky for creative on its consumer products.  In particular, they’ve selected Crispin to counteract Apple’s effective “Mac and PC” ads.  However, it got me to thinking… if Crispin is like most advertising and design shops, most of their machines are probably Macs.  Most ad people make a habit of using and living their clients’ brands so they can understand it better.  In fact, I have a friend who’s wife is an ad salesperson, and they won’t even buy products from a competing brand or advertiser – so they can show their loyalty to her clients. 

It got me to thinking, will Crispin switch over to PCs instead of Macs?  Do you have to be a user yourself to understand the brand and its customers, or is it better to be an outsider and come at it from an un-biased point of view?  Some would say that in order to sell a product you really need to believe in it… so do you think it’s possible to believe in a product, but at the same time, not be a user of the product because you’re not their target audience?