The word Nimby seems to accelerate its meanings these days, so I will hereby join the choir and extent its reach to the planning sphere. So I’ll introduce the concept of Nimby planning. Everybody working with advertising know the situations in which co-workers or clients agree fully on the strategy. They nood at the insights on the need for a digital strategy or a creative media plan. You feel that the meeting was beneficial and that we all moved a step further into a bright future. You sleep well that night.
Next morning the “nimpy” feel steps in. You get a call; “Ohh we just talked about the strategy for next year and about blogging we don’t think we have the ressources. And by the way the creative outdoor campaign; It’s really great, but can we get the same reach as TV gave us last year?, and the thing about activation the social networks; our chief of sales says trade won’t accept it”
Ten days later you take last years strategy and copy paste it to 2008. That’s really a nimpy feel. We all know what’s right; but not in my backyard (or with my marketing budget) . Nobody ever get fired for recommending TV. (But they will in the future!)
So this is Nimpy planning. Here is wikipedias explanation of NIMBY:
NIMBY (an acronym of Not In My Back Yard) describes the phenomenon in which
residents designate a development as inappropriate or unwanted for their local area, even if the development is clearly a benefit for many.
NIMBY and its derivative terms NIMBYism, NIMBYs, and NIMBYists, refer implicitly to debates of development generally or a specific case, and as such their use is inherently contentious. Also, it is a relatively recent term, the first printed usage of which the Oxford English Dictionary identifies as being in 1980 in the Christian Science Monitor, and the nuances of which are still disputed. The term is usually applied to opponents by advocates of a development, implying that those opposing the debated development, or at least their viewpoint in such regards, is narrow, selfish, myopic, hypocritical or otherwise limited.