Next week I am going to give a lecture about branding and the relationship between the client and the advertising agency, to a bunch of regional managers in one of the largest health care services. Of course branding health care services is nothing new, it's been going on for decades, but the fact they are willing to learn and improve their communication with us advertisers makes me warm inside (let's not get carried away).
So I am ready to charge. My lecture is ready and looks great and I am going to blow their minds.
They are going to learn and internalize the material like never before. Then they will delegate it to their subordinates and then...
the minute something urgent will come, all that knowledge will fly out the window and things will get back to normal.
But hey, I am optimistic (no one ever called me a realist).