How many times have you seen it? A PR agency has run out of ideas and has got a report with less column inches than The Mayor of Eastbourne opening an envelope. They need something quick. They need a celebrity!

So, they book a soap star, or similar, to turn up and look bored for half an hour before going home ten grand richer. They get a half page in the local rag and maybe a local radio DJ reminisced about how he met/touched said celebrity in 1987. At least that's something for the report.

Back at the agency, they busy themselves working out the advertising value equivalent of their coverage and find that it's less than their retainer. And they've spent another ten grand! - blast!

Ahhhh, but this is editorial, it's bound to be more valuable than advertising... probably... I'd say at least... oooooh... TEN times more valuable! Bingo! Justification. Let's all go to the pub and get bladdered.

Annoying isn't it, especially when you consider that, with a little bit of thought and a lot of talent, you can generate meaningful national coverage on a shoestring. At FrogBox, we regularly prove that you can achieve a great deal of publicity without throwing cash at an idea. The idea just needs to be good, well timed and well packaged.

Moreover, the idea needs legs. It needs to be part of a larger campaign in order to realise its full potential. It therefore needs to be supported by all of the other tools available to the switched on marketer. This is what we do; we nurture ideas, develop them and then see them through to their natural conclusion.

There is a place for celebrity endorsement, but it has to be a justifiable and planned expense. It needs to support and enhance a strong strategy based on good ideas that fulfil the campaign objectives.

There is no doubt that Walkers have had a long and fruitful relationship with Gary Lineker. They developed his character and knew from the outset that the relationship would not be a flash in the pan. Likewise, Marks and Spencer's decision to employ 60's icon Twiggy to reverse the downward trend of their fashion collection was nothing short of genius; immediately increasing their profits by 32% in the first half of 2006.

But these are big budget campaigns, far in excess of what mere mortals can afford. And here's the point. It's easy to develop big budget ideas. The really clever marketers take small budgets and make them sing.

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