Tag: creativity
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We need a Creative risk-o-meter.
The investment consultants first assess the risk appetite of the consumer before suggesting investment products. Maybe, advertising needs a similar model as the FIRST STEP in onboarding a new client. We pitch blind. We flex our creative muscles to the max. We try to ‘sell’ the fact that creativity works. Often without knowing the kind […]
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The sudoku problem and the delusion of conservative ad men
This is in response to Mr. Rory sutherland’s article about targeting in advertising. Read that article before reading this one. ______________________________ “By deluding everyone that the whole of advertising is reducible to “the efficient and inexpensive delivery of targeted messages” through the extensive use of data and algorithms, two companies have gained a multi-billion-dollar rent-seeking […]
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The triad of Consultancies, FB and Google will neuter creative agencies globally, unless…
First: The digital disruption. Globally, Facebook and Google now dominate advertising dollars, not WPP or Publicis or other agency companies. (For comparison about the market muscle – Combined market cap of FB and G was $812Bn as of June 2016. How did WPP, Omnicom, IPG, Publicis stack up? The four combined were at $70 Bn. […]
Truth About Branding 