Our take on creativity in advertising, is that creativity is weaponry in a battle for market share. If creativity helps me gain more share fine. If not, then it is wasted sword motion.
Marc Babej, living up to his company name of Reason, Inc., continues to explore the essence of creativity in the advertising process as defined by industry legends like Bill Bernbach and David Ogilvy. As a marketing manager back in the late 70’s, I was "raised" on their philosophies and I was interested to see Marc referencing their work. While many agencies and marketers are starting to pay lip service to effectiveness the fact is that the vast majority still value their awards over effectiveness.
Creative awards are meaningless if you can’t convert them into revenue, profit and market share. Click here to learn more about vSente. We wage and win battles for market share.
Toyota Ad Campaign: Triple Loser
This Toyota ad — overlooking a major road near my home — fails on three counts: 1) Bad taste. This double entendre is too clever by half. 2) Missed Message. Environmentalists want more hybrids, more action; fewer billboards. 3)…
Toyota Ad Campaign: Triple Loser
This Toyota ad — overlooking a major road near my home — fails on three counts: 1) Bad taste. This double entendre is too clever by half. 2) Missed Message. Environmentalists want more hybrids, more action; fewer billboards. 3)…