It depends on who's paying.

If it works, it's the idea that the head of marketing came up with over lunch and he'll let everyone know about how insightful and brilliant he is.

If it doesn't work, it's the boat anchor devised by the idiot consultant, hired by the former head of marketing who now is sadly no longer with the company, due to family reasons.

In actuality, likely the intern did it.

Source: I work in IT.