Agencies, UnfilteredDecember 13, 2018

Creating bad work is a choice: a choice that too many marketing teams make all the time by focusing on fashionable marketing buzzwords and ignoring the basics.

‘How did Facebook, which prides itself on being able to process billions of data-points…somehow not make the connection that electoral ads paid for in roubles were coming from Russia. Those are two data-points. You put billions of data-points together – you can’t put together roubles with a political ad.’

[Sen. Al Franken to Facebook’s General Counsel at the Senate judiciary subcommittee hearing 31.10.17]

Most Marketing is Bad Because it Ignores the Most Basic Data

Only a minority of brands make highly creative and highly effective marketing communications.

Work that’s distinctive, well-branded, emotional, fame-driving, maybe even award-winning.

Work that will drive sales today, sales for years in the future, and deliver returns far beyond what the CFO would get if she kept the money in the bank.

Getting the balance right between long-term brand-building and short-term sales activation, between creating memories and activating them, is important for maximum commercial effectiveness.

BBH – Sheep Driven Marketing Advice You’ll Flock To