Ad Week Report Card Doesn't Bother with Creativity's Effectiveness

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  Wm. T.05/01/08 Report as spam
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  Ad Week Report Card

  Interesting article, articulating century-old news. Forty years ago, I worked for an ad agency and asked the same question re: effectiveness. I was looked at as though I had come to work covered in merde.
  
  As long as advertising agencies, rather than marketing pros, get to call the shots, that's what'll happen. Ad agencies attract people who like to think of themselves as "creative." It's an affront to their self-image to make them responsible for bottom lines. Ad agencies should do what they do best: execute. Leave the thinking to smarter, proletarian types. Agency people know the type: nerds.

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  jcastillo@...05/01/08 Report as spam
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  RE: Ad Week Report Card Doesn't Bother with Creativity's Effectiveness

  Unfortunately, creativity is not necessarilly a product of sound communication strategy. To be effective, advertising creativity must be aligned with strategy, otherwise it loses its purpose. Marketing must be accountable. It`s becoming more evident that marketing executives are giving way to purposeless creativity in advertising while not doing their job with strategy formulation.