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For the last few years
marketing agencies have been wrestling with how to remain relevant. Everywherebrand 2014 Then... agencies starting trying to compete with the £x=y results that you got from Google PPC. Then... agencies had access to all the big data now so needed to talk like they knew what to do with it. Image: Dark Alley by Hideyoshi
Truth was that Big data
was like teenage sex: everyone talked about it, nobody really knew how to do it, everyone thought everyone else was doing it, so everyone claimed they were doing it. This is a stolen quote that we’d attribute if we knew who it was from. Image: Porkys
Agencies chose the wrong way
to attempt to remain relevant. In devaluing creativity - whilst pretending to have a formula for results in an effort to be relevant to results orientated businesses - they killed the golden goose. (or if not killed then at least fatally wounded it) Everywherebrand 2014
The only hope for agencies
is to reverse up. Everywherebrand 2014 We messed up, go back. Agencies need to prove they can deliver insights into human behaviours, be the emotional intermediary between business and their customers, not the accountant.
But after talking results for
the last few years big agencies can’t admit that they’ve chosen the wrong route. Instead they keep on adding to the mistakes. Everywherebrand 2014
Mistakes like jumping on technical
answers like programmatic (or native) But native advertising is a poor and ugly replacement for insight. It works on the premise that you don’t really have to worry about having the human insight to make people want to read it, as you can just stuff it in their face time and time again until they can’t not read it. And what do you think happens? Too much info = the ability to switch off and visually exclude stuff. Ever wondered how waiters are so adept at ‘not seeing you’? Because they know you’re there. Insight driven work catches people off guard by giving them something they didn’t expect or know. But after talking results for the last few year big agencies can’t admit that they’ve chosen the wrong route. Instead they keep on adding to the mistake. Everywherebrand 2014
“Advertising should grab you by
the throat, should choke you, your eyes should water, your heart should race, and you should almost pass out.” That’s from George Lois. The only person inducted into all of the following: The Art Directors Hall of Fame, The One Club Creative Hall of Fame, with Lifetime Achievement Awards from the American Institute of Graphic Arts, the Society of Publication Designers, as well as a subject of the Master Series at the School of Visual Arts.