Thoughts on advertising
Too much of what people produce these days comes from the gut and not from any type of sound rational. We as an industry need to put some of the science back into what we do. We need to look deep inside the consumer and figure out what they really need to hear and see. From the creative side we need to put more energy into designing and creating things that resonate with our target audiences and not as much on what we think looks good.
~RG
sterling doak said,
Rob,
Fuck dude, then there wouldn’t be any Addy’s! Are you crazy? (end sarcasm, start serious) This is such a double edged sword. Often time a client has ‘a big idea’ and simply employs the agency to execute the tactics. As a responsible agency person, I always ask them to provide a line item in the ad budget for research and testing. Then you get the owner back at you with the ‘i know my business boy - just get it done’. Done, doesn’t produce, agency fired.
At some point, an agency has to start saying no. No to going to market without testing and no to going to market without conferring with over brand strategy.
Good thoughts. Shit must change.
SD
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