Timothée Chalamet Didn’t Mean to Drag Marketers, But He Did
Have you seen the deliciously postmodern promo for Timothée Chalamet’s new film Marty Supreme? It’s ricocheting around the internet right now, and for good reason. The spot offers a bone-dry portrayal of a virtual marketing meeting between the film’s agency team and Chalamet himself, who joins the call to share his “thinking.”
He wants to be on a Wheaties box. He has a Pantone: “hardcore orange”. He demands the Statue of Liberty. The Eiffel Tower. The session culminates in a sixty-second team meditation on the values of “culmination, integration and fruitionizing”.
It’s worth the full eighteen minutes, because it offers a frighteningly accurate portrayal of modern marketing planning and its superficial cocktail of optics, bullshit, and tactification.
Yes, tactification. I made that word up. But if Chalamet gets “fruitionizing,” I’m having one too.
Tactification means the almost total obsession with execution that afflicts most marketers and comes at the expense of a broader, deeper grasp of the discipline.
Roughly 70% of American marketers have no formal marketing training. They stumble backwards into marketing from the consumer side and assume the entire discipline is just an array of tactical activities: Social posts, billboards, blimps. The Eiffel fucking Tower.
In reality — and this will shock precisely no one with proper training — tactics and communications are merely the tip of the marketing spear.
Proper marketers start in exactly the opposite place: diagnosis. First comes research. A total understanding of the market you’re about to enter before you enter.
Roughly 70% of American marketers have no formal marketing training…
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