Last week I read an article from AdAge that likely touched a sensitive cord all around the industry. It was called “Why Metrics Are Killing Creativity in Advertising”, and in it author Patrick Sarkissian makes this startling declaration: “Just as video killed the radio star, metrics are killing creativity.”
Whoa.
But wait, you say. Without metrics, how [...]
Continue reading about Creativity vs. Metrics: The Age-Old Battle
I’m sure by now you’ve had a chance to see the new Domino’s commercial that reveals the less than stellar comments from focus group participants about their pizza. And from the looks of it, they didn’t hold back. “Flavorless” and “cardboard” were among the words used to describe the taste of the pizza, and participants [...]
I remember once when I was younger, I was reading the sports section of my local newspaper (which shall remain nameless to protect the innocent), and I flipped to the back page, which featured a large image of a pitcher from one of the previous night’s MLB games frozen in the motion of hurling a [...]
It’s well known that mass marketing has, for the most part, run its course. Today, truly effective marketing is all about going tribal. Simply put, tribes are people with similar interests who find each other connect in social spaces. Tribal leaders are the are the ones that evangelize about things in the language the tribe [...]
