{"id":9751,"date":"2025-11-21T01:57:25","date_gmt":"2025-11-21T06:57:25","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/11\/21\/why-the-best-marketing-feels-unfair\/"},"modified":"2026-05-07T11:58:39","modified_gmt":"2026-05-07T15:58:39","slug":"why-the-best-marketing-feels-unfair","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/why-the-best-marketing-feels-unfair\/9751\/","title":{"rendered":"Why the Best Marketing Feels Unfair"},"content":{"rendered":"\n

By David Guy, founder, Guy & Co<\/em><\/p>\n\n\n\n\n\n

In theory, the rules of marketing are the same for everyone.<\/p>\n\n\n\n\n\n\n\n

But the frustrating reality is big brands have significant advantages: bigger budgets; broader distribution; decades of brand equity. If you can\u2019t compete with that \u2013 you need to think about changing the rules.<\/p>\n\n\n\n\n

Unfair Advantage<\/strong><\/h2>\n

What you need is an unfair advantage. Coined in the late 60\u2019s by advertising legend Bill Bernbach, who said \u201cIt may well be that creativity is the last unfair advantage we’re legally allowed to take over our competitors\u201d.<\/p>\n\n\n\n\n\n

As a young Account Director in the late 90\u2019s doing on-pack and in-store activation for the Tango Orange, Blackcurrant and Apple brands, I saw the results of positively shocking and quite incredible advertising work that Britvic and HHCL delivered firsthand. British comedic irreverence bundled into tasty ads that rebelliously slapped the polished tropes of US rivals. Ray berating Sebastian on Blackcurrant Tango. Tango Orange outselling Fanta – quite unfair given how much the big guys were spending \u2013 and we loved it.<\/p>\n\n\n\n\n\n\n\n

Fast forward a few decades and we\u2019re helping Fray Bentos find an unfair advantage \u2013 it\u2019s an iconic brand steeped with nostalgia but ready for a new generation of consumers. We used a content creating Brit to do the job – John Fisher (a.k.a Big John\/the Boshfather) for our \u2018Bish Bash Bentos\u2019 campaign, leveraging the synergies between his 1.2m+ \u2018bosh army\u2019 and Fray Bentos\u2019s nostalgic memory cues in an authentic and cost-effective advertising campaign.<\/p>\n\n\n\n\n\n\n\n

We all know markets and media spaces are fiercely competitive and budgets are under the cosh. So, we don\u2019t believe in only instinct to land unfair ideas.<\/p>\n\n\n\n\n\n\n\n

They have to be earned \u2013 through rigor, platforming insight, and what we call bravely effective creative decisions designed to deliver disproportionate returns.<\/p>\n\n\n\n\n

It starts off slow(ish)<\/strong><\/h2>\n

Unfair advantage doesn\u2019t come from gimmicks. And it definitely doesn\u2019t come from chasing the same trends as everyone else. It starts with asking the tough questions: what\u2019s the real problem we are trying to solve here? What\u2019s the gold in the brand\u2019s locker? What does success really look like? Questions that set a clear runway for ideas with purpose and power.<\/p>\n\n\n\n\n\n

You need to dig into the messy reality of your company, your competitors, your customers, and the cultural context around you. Somewhere there is a tension, and if you find it, that\u2019s usually where the best ideas live.<\/p>\n\n\n\n\n\n\n\n

That initial strategic thinking is about setting up creative to win. With it, a brand can create the kind of edge that feels \u2013 and performs \u2013 unfair.<\/p>\n\n\n\n\n

Just enough testing<\/strong><\/h2>\n

If strategy shows you where to play, beta testing creative can build confidence to actually do the idea less expected.<\/p>\n\n\n\n\n\n

Far too often, campaigns get signed off because they feel right in the room. Trouble is, what feels right internally doesn\u2019t always land externally. Opinions dominate, subjectivity creeps in, and work goes live on hope rather than evidence.<\/p>\n\n\n\n\n\n\n\n

The key is \u2018just enough\u2019 testing with real audiences, and to measure more than just whether people \u201clike\u201d the work. We use two pillars: meaningfulness and uniqueness. Meaningfulness asks whether the idea motivates action. Uniqueness asks whether it feels fresh. Put them together with some clever formulas, and you can predict whether an idea has the power to drive results.<\/p>\n\n\n\n\n\n\n\n

It\u2019s the kind of system thinking I learned working on early-stage innovation projects \u2013 where the goal was always to build confidence, reduce risk and improve success rates \u2013at pace and not blowing budgets.<\/p>\n\n\n\n\n

Outthinking not outspending<\/strong><\/h2>\n

For every category, we have different success benchmarks that ideas must meet in testing to pass our confidence criteria.<\/p>\n\n\n\n\n\n

And it\u2019s not limited to FMCG. The same pattern holds across categories \u2013 B2C or B2B, global or regional. The need is identical: to create and engineer an unfair advantage to outperform the competition.<\/p>\n\n\n\n\n\n\n\n

Some brands will always enjoy the so-called fair advantages of scale or budget, but I\u2019ve always loved it where the challenger smashes it by outthinking rather than outspending. The ones willing to take the unfair route and tilt the game in their favour. And when you figure that out, the win is always that bit sweeter.<\/p>\n","protected":false},"excerpt":{"rendered":"

We all know markets and media spaces are fiercely competitive and budgets are under the cosh. So, we don\u2019t believe in only instinct to land unfair ideas.<\/p>\n","protected":false},"author":7,"featured_media":9752,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-9751","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"\nWhy the Best Marketing Feels Unfair | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/why-the-best-marketing-feels-unfair\/9751\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why the Best Marketing Feels Unfair\" \/>\n<meta property=\"og:description\" content=\"We all know markets and media spaces are fiercely competitive and budgets are under the cosh. 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