When I read that BMW is leaving "branded entertainment", I was tempted to launch into a rant about the entire subject. I decided instead to write something glib and pithy. (Just like me, isn’t it?) Here it is: It’s about relevance…saliency. You either get it or you don’t. I don’t think they got it.
As I scanned to the end of the article, I found the pull quote. It defines why I don’t and won’t work for big companies either as an employee or a consultant. One or two levels of lateral approval usually enhance an innovation, but multiple levels of vertical approval usually pound it into a flat, road-kill shaped idea that nobody wants to embrace (or step in).
The Hire series was a U.S.-only marketing program, created by Fallon and approved by Mr. McDowell. But once that program won rave reviews and accolades, the carmaker’s parent, Germany’s BMW AG, took control.
“Munich got involved and it became a bureaucratic nightmare,” one executive close to the matter said. “The more levels of approval you have for innovative ideas, the more likely you won’t get those ideas approved.”