In a world of data, why are we ignoring the big data on creative?
Creativity and effectiveness should not be strange bedfellows. Creatively is often seen as a bit of a folly, whereas the data actually supports creativity as the key driver of effectiveness. Mr Wolf’s Tony Singleton explains.
Vegging out on the couch recently, I had the increasingly rare experience of watching a full ad break on TV. Fortunately, it started with a Macpac spot – currently one of the best ads around and kudos to client and The Monkey’s Melbourne; well-cast, perfectly played deadpan humour and with the product/brand central to the concept. However, the fall-off after that was pretty dramatic.
Dull, poorly branded ads, seemingly intent on ignoring basic effectiveness principles and with objectively weak creative and questionable impact. Which got me back to a question I’ve never really understood: If the evidence on creative’s effectiveness is so compelling, why do so many in marketing seemingly ignore it?
Is creative really the dominant lever for effectiveness?
Because they can’t count past 10 … only kidding.
Lucky I kept to 5 point plan ☺︎!