We did some research and found out that ads made by the competition were perceived as Centraal Beheer ads. Great news, we could ignore the issue of uniqueness, so we buried the research (we didn't want to alarm the competition).
Now we only had to bring ideas faster, leaner and closer to everyday life. Something we did so for years and years and years.
In 1998 the campaign that was running for years was declared dead. Too far-fetched, too expensive, too time-consuming. Besides...the competition had copied the ad principle of our brand. We're no longer unique. Come up with something else!
(in co-creation with Sikko Gerkema, Jeroen vd Sluis, Erik Falke, Dennis Baars)